Journal articles on the topic 'Marketing development of trade and intermediary enterprises'
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1
Varchenko, O. M., I. Gerasimenko, A. Dmytryk, and N. Vernyuk. "Features of formation of distribution marketing channels of agricultural production of personal peasant economy (PF)." Ekonomìka ta upravlìnnâ APK, no. 1(162) (April 22, 2021): 198–212. http://dx.doi.org/10.33245/2310-9262-2021-162-1-198-212.
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The article considers the peculiarities of the formation of marketing channels for the distribution of agricultural products PF and identifies strategic directions for their development. The urgency of studying this issue is due to ambiguity in the development of sales activities of PF, on the one hand, their role in shaping the supply of agricultural products, and on the other - complicated sales process and lack of appropriate distribution infrastructure, which does not contribute to their effective development. It is proved that the absence of a single conceptual apparatus for the definition of the distribution channel and the composition of its functions significantly complicates the interaction of scientific developments and practical approaches to the organization of distribution of agricultural products. It is reasonable to consider under the marketing channel an orderly sequence of organizations that perform one or more functions necessary to ensure the ability to purchase products by the end consumer in a convenient place, time, in the required quantity and quality at minimal cost. The main difficulties in organizing the supply of agricultural products PF on the basis of a survey of rural households, including the following: lack of planning in production and marketing activities, episodic and spontaneous trade, its toning, lack of long-term cooperation with processing enterprises, lack of civilized infrastructure and distribution. The peculiarities of the functioning of the main channels of distribution of agricultural products of PF - trade and intermediary structures, retail and food markets, places of spontaneous trade, dairy and meat processing enterprises, procurement organizations are highlighted. The main difficulties in the development of economic relations of farms with processing enterprises and procurement organizations are substantiated: low prices, lack of partnerships that would provide "supplier development", not an objective definition of quality, and so on. In order to support targeted sales activities by peasant households, tools have been proposed to stimulate the development of sales marketing cooperatives, local wholesale and distribution centers with units for the organization of agricultural products from PF and to establish scientific and advisory support for business-type sales activities. higher agricultural education and a network of regional research centers. Key words: marketing distribution channels, personal peasant economy, agricultural products, elements of distribution infrastructure.
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Smyrnova, N. "NATURE AND COMPONENTS OF LOGISTICS INFRASTRUCTURE IN UKRAINE." Аграрний вісник Причорномор'я, no. 94 (December 25, 2019): 109–17. http://dx.doi.org/10.37000/abbsl.2019.94.16.
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Currently one of the most urgent tasks of improving conditions for the formation of economic development is to create a developed logistic infrastructure. However, the views on the nature and composition of the logistics infrastructure are contradictory, and the composition of the organization’s logistics infrastructure is not sufficiently systematic, mainly in terms of the environment. Specifying the nature and components of the logistics infrastructure business in Ukraine, we believe, will help create a system model of the logistics of a particular company and requires further research.The purpose of the research is to clarify the essence of the category "enterprise’s logistic infrastructure", the composition of its objects and the detailing of these objects for Ukrainian organizations Research methods are: specification; monographic method; critical analysis, synthesis. We believe that the logistics infrastructure of the company is a combination of external and internal objects that form the mechanism of movement of material and associated with them flows from producer to consumer.Given this definition, the objects of the external and internal logistic infrastructure of the organization can be grouped according to their functional roles. Among the objects of external logistic infrastructure of the organization offered are: objects of institutional regulatory infrastructure (the legislature, executive and judiciary and local authorities dealing with transport and road facilities, Tax, Sanitary Inspection Service, standards bodies and metrology, etc.); objects of trade and intermediary infrastructure (trade exchanges, trading houses, broker, agency, commission, company, wholesale markets, retail stores, etc.); financial and credit facilities infrastructure (banks, insurance companies, leasing companies, currency exchanges, etc.); infrastructure facilities personnel (labor exchange, employment agencies, employment centers, etc.); objects of social infrastructure (international and domestic logistics association Chamber of Commerce, the Ukrainian Union of Industrialists and Entrepreneurs, the Central Union of Consumer Societies of Ukraine, Association of International Freight Forwarders of Ukraine, the International Road Transport Union, etc.); objects of engineering infrastructure (producers and service center for technical devices used in logistics activities, vehicles of different types and purposes, handling equipment and handling machinery, commercial and technological equipment, office equipment, devices communications, safety and fire safety, cargo terminals, transport and public warehouses, packaging enterprises, etc.); objects of foreign infrastructure (customs services, trade representative of State, World Trade Center, etc.); objects of information infrastructure (enterprise communications, information and telecommunications networks, support services company for the development and implementation of software, etc.); facilities of infrastructure advisory (consulting firms, accounting firms, legal counseling centers, etc.); objects of innovation infrastructure (research organizations and design offices involved in the development of new types of packaging, design and handling equipment handling machinery, more efficient and economic, marketing firms that study and predict the markets of logistics products and services, logistics firms who develop optimal routes of passenger and freight transport, warehouse design rational processes of cargo, etc.). The company may have its own logistics infrastructure facilities, and can use appropriate objects of other companies and organizations. Globalization of logistics activities and implementation of Ukrainian economy capacity need to make further scientific and applied research aimed at developing complex measures to create advanced and efficient logistics infrastructure on the base of system approach at micro and macro levels.
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Yang, Hui, Zhuohang Zheng, and Chu Sun. "E-Commerce Marketing Optimization of Agricultural Products Based on Deep Learning and Data Mining." Computational Intelligence and Neuroscience 2022 (May 18, 2022): 1–11. http://dx.doi.org/10.1155/2022/6564014.
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China Internet plus agriculture was first put forward in 2015 by the Chinese government’s work report, laying the foundation for the development of Internet plus agriculture and promoting the rapid growth of e-commerce marketing of agricultural products. The combination of agricultural product marketing and e-commerce effectively reduces the intermediate links of agricultural product sales. Many e-commerce professional villages have sprung up in some rural areas across the country, and the number of rural e-commerce stores has continued to grow. At this stage, rural e-commerce has become a new way of agricultural trade, and rural e-commerce has formed a unique rural e-store. At present, the e-commerce market share of agricultural products in rural stores is very large, and its advantages are favored by the government, scientific research institutions, and agricultural products processing enterprises. However, with the gradual development of rural e-commerce, it has also encountered many difficulties. Based on this point, this study applies deep learning and data mining to optimize e-commerce marketing. First, with the growth of the online scale of agricultural product transaction data, the creation of traditional shallow model cannot meet the needs of online data processing. Therefore, this study decides to use the deep learning theory for optimization. It has excellent performance in the technical fields of big data processing and image and voice processing and has strong construction ability, which can effectively represent the characteristics of the model. Combined with the characteristics of e-commerce agricultural products processing and consumer practice, this study designs and develops a new customer value evaluation model based on data mining and e-commerce agricultural products value characteristics in the field of e-commerce. By combining deep learning and data mining technology, this study applies it to the field of e-commerce, so as to promote the transformation of marketing optimization.
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Shashlo, N. V., and A. A. Kuzubov. "TRADE MARKETING AND NEW SALES PROMOTION TOOLS IN THE ACTIVITIES OF ENTERPRISES." Scientific Review: Theory and Practice 10, no. 10 (October 30, 2020): 2283–92. http://dx.doi.org/10.35679/2226-0226-2020-10-10-2283-2292.
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The market is a constant battle between enterprises, in which the winner will be the one who effectively plans, implements and measures the results of marketing activities. To get more profit and to meet the customers' needs, it is advisable to use a trade marketing mechanism. The issue of increasing the demand for goods is quite effectively resolved through the interaction of production and intermediary enterprises using trade marketing tools. This concept is insufficiently studied by Russian scientists, which makes it difficult to fully use it for the needs of market participants. The purpose of the article is an in-depth analysis of the conceptual and categorical apparatus of “trade marketing”, as well as transformation and improvement of the classification of tools of the trade marketing system and determination of the features of their use by production and intermediary enterprises. Basing on the analysis of modern economic literature, the authors have formed their own definition of the concept “trade marketing”. It is based on the manufacturer's and the intermediary's influence on the increase in demand for products, as well as on forming end consumer's loyalty to the brand through the effective interaction of all participants in the trade chain. The most relevant trade marketing tools used by marketing agencies and domestic scientists are considered. The existing approach to the classification of trade marketing tools has been expanded. We have developed our own classification of trade marketing tools, the main criterion of which is the target audience of the enterprise. The proposed classification will help industrial and trade enterprises to use the system of trade-marketing means more efficiently.
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Bohun, Lesia, Svitlana Rozumeі, and Iryna Nikolayenko. "CLASSIFICATION OF TRADE-MARKETING TOOLS." Economic Analysis, no. 28(4) (2018): 167–72. http://dx.doi.org/10.35774/econa2018.04.167.
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Introduction. The question of increase of the demand for goods is effectively solved with the help of industrial and intermediate enterprises interaction. During this interaction the trade-marketing tools are used. The concept trade-marketing is not enough investigated by Ukrainian scientists. This fact interferes the effective use of trade-marketing for the needs of market participants. Purpose. The article aims to analyse the transformation of the concept «trade-marketing», improve the classification of tools of the system of trade-marketing and define the features of their use by industrial and intermediate enterprises. Method. The general scientific and empirical methods have been used to achieve the tasks of the research. They are system method, method of generalising, method of classification, method of description. Results. On the basis of analysis of modern economical literature the authors have generated their own definition of the concept «trade-marketing». It is based on the influence of the manufacturer and intermediary on the increase of demand of production. It also influences the formation of consumer loyalty to trademark due to effective interaction of all participants in the trading chain. The authors’ own classification of tools of trade-marketing has been worked out. The main criterion of this classification is a purpose-oriented enterprise audience. This classification will help industrial and trade enterprises more effectively use the system of trade-marketing means.
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Gromova, Olena, Alla Derhousova, Tetiana Glushenko, and Daria Biletska. "Problems and prospects of development of intermediary business in Ukraine." SHS Web of Conferences 67 (2019): 06020. http://dx.doi.org/10.1051/shsconf/20196706020.
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The article deals with the problem of identification and search of the future-oriented directions of intermediary business development in Ukraine in the conditions of transformation processes in the national economy. The article describes the essence of trade and intermediary activity, outlines the main components and represents the content of trade and intermediary transactions. On the basis of the general analysis of theoretical and practical works on the implementation of trade and intermediary activities, the main problems that impede the development of intermediary business in Ukraine are identified. It is noted that it is expedient to use the formulated signs and principles for the organization of trade and intermediary activities. The prospects of using the newest marketing tools (neuromarketing) in the trade-intermediary business are described. It is noted that it is necessary to improve the normative base, that now inhibits the development of trade and intermediary activities.
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Li, Bo, Rita Yi Man Li, and Thitinant Wareewanich. "Factors Influencing Large Real Estate Companies’ Competitiveness: A Sustainable Development Perspective." Land 10, no. 11 (November 12, 2021): 1239. http://dx.doi.org/10.3390/land10111239.
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Strict policy control and real estate market downturn affects large-scale real estate enterprises performance. We surveyed large Chinese real estate enterprises and the internal factors that affect their competitiveness. Verified by the hierarchical regression and structural equation modelling approach, the results mainly show that profitability, capital ability, management and operation ability, human resource ability, brand name, and innovation ability play positive roles in the competitiveness of large real estate enterprises. Management and operation ability plays an intermediary role between human resources and the improvement of competitiveness. Real estate enterprises’ capital sources play an intermediary role between brand names and the improvement of competitiveness. Moreover, landbank area and quality and sales are three major factors that impact the competitiveness improvement of real estate enterprises, while the ability for marketing innovation and the payment collection of enterprises has a relatively small impact. All in all, this paper provides practical implications concerning factors that affect the competitiveness of large real estate enterprises. The findings are helpful to improve the sustainable development of real estate enterprises in the future. As research on factors that affect large-scale real estate enterprises is scarce, this study aims to fill this gap.
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PETRYSHYN, Nataliia, and Iryna KRIACHENKO. "Recommendations for improving the export efficiency of domestic enterprises." Economics. Finances. Law 11/1, no. - (November 26, 2021): 5–9. http://dx.doi.org/10.37634/efp.2021.11(1).1.
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Introduction. One of the prerequisites for deciding on foreign economic activity (FEA) is its effectiveness. It is determined by comparing the economic result (profit, revenue) with the costs incurred by the enterprise to obtain such a result. Analysis of the effectiveness of foreign trade by the company provides an opportunity to make an informed management decision in the field of exports: which product is better to sell abroad, with which counterparties it is more profitable to cooperate, in what quantity, on what terms. The purpose of the paper is to study the main problems of improving the efficiency of exports of domestic enterprises, providing recommendations on the technology of finding intermediaries. Results. Many problems can arise when a company aims to increase the efficiency of its exports. The focus was on the problem of low efficiency of exports due to inflated prices for the services of intermediaries in foreign markets. The recommended technology of search and involvement of intermediaries was provided, which consists of the following stages: determining the purpose of finding an intermediary, determining the resource capabilities of the enterprise (personnel, financial, material), determining the type of intermediary (distributor, agent, representative, etc.), determining evaluation criteria, search for intermediaries on Internet resources (Europages, SME Internationalization Portal, etc.) or through own contacts, evaluation and comparison of intermediaries according to previously defined criteria and choosing one of them, meeting with an intermediary in the context of foreign business travel or video communication and discussing all the details of the agreement, signing the contract with the mediator and starting work with him. Conclusion. Implementation of the proposed recommendation will have a positive impact on the enterprise and will achieve the following effects: economic, due to reduced costs of sales, marketing, transportation, which will pass to the intermediary, as well as due to increased sales by increasing the company's visibility in foreign markets; social, due to the reduction of the burden on employees of sales and marketing departments, as some of their responsibilities will be transferred to the intermediary.
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Zhang, Yu Rong. "Contract Model of Knowledge Trading between Tourism Enterprises." Advanced Materials Research 201-203 (February 2011): 2837–40. http://dx.doi.org/10.4028/www.scientific.net/amr.201-203.2837.
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With the development of knowledge-based economy,knowledge is increasingly becoming important resource of enterprises to maintain a competitive advantage and sustainable development. In this paper, we pay more attention to the knowledge trading of tourism enterprises, supposing that knowledge buyer (the tourism enterprise which needs knowledge) prefer to trade knowledge with knowledg seller (the tourism enterprise which owns knowledge) through intermediary (intermediary is often the knowledge-service corporate). Finally, the contract model of knowledge trading is construted and analyzed. It is pointed out that on the condition of contract knowledg etrading, the revenue of knowledge buyer and seller will increase if the knowledg service corporate pay more attention to observing the uncertainty factors, and then the revenue of knowledg service corporate is closely related with the factor β*.
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Guan, Xin, Xiaomei Guo, Liyun Zhang, Haibo Zhao, and Shufang Xie. "Research on the Development Direction of Marketing Models of Foreign Trade Enterprises in the New Era." E3S Web of Conferences 251 (2021): 01016. http://dx.doi.org/10.1051/e3sconf/202125101016.
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This article has launched a research on the development direction of the marketing model of foreign trade enterprises in the new era, including changes in marketing channels, adjustments in marketing methods, and research and development of new technologies. The following strategies are adopted: research to organize basic information, improve the processing effect of business work, improve the corresponding marketing management system, and continuously improve the marketing management concept. The purpose is to improve the practicality of marketing models and accelerate the economic development of foreign trade enterprises.
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Han, Ling. "Effect of E-Commerce on Development of Enterprises." Applied Mechanics and Materials 519-520 (February 2014): 440–43. http://dx.doi.org/10.4028/www.scientific.net/amm.519-520.440.
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With the development of e-commerce some important changes such as marketing and management mode, logistics, finance management, international trade and CRM (customer relationship management) of enterprises have occurred. In this paper the effect of e-commerce on the development of enterprises was discussed and some important questions about enterprises were analyzed.
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Lositska, Tetyana, and Nataliia Bieliaieva. "HR CRISIS MANAGEMENT AT TRADE ENTERPRISES." EUREKA: Social and Humanities 1 (January 31, 2020): 10–15. http://dx.doi.org/10.21303/2504-5571.2020.001142.
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The article is about revealing the content and role of HR crisis management at trade enterprises. The article provides an understanding of organizational changes, crisis phenomena, and crisis management. It is stated, that management of enterprises in a crisis state is one of the main problems of economy and legislation not only of economically developed countries, but also of countries with fragile economies, to which Ukraine still applies. A set of measures for HR crisis management at a trading company was identified. At the basis of research, it is possible to identify consistent ways to implement the steps of HR crisis management at a trading company. It is established, that as a result of a crisis, organizations may lose employees, workers, along with key talent and organizational knowledge, from low morale, fear, physical relocation or death. In this case, there are outlined the core messages to decision makers that employee’s development and rewards are the major dimensions of the content of an Human Resource Management (HRM) system and that consistency and distinctiveness are the principal features of the process of HRM system, even in cases where an organization is operating under an economic crisis environment. It is stated, that the essence of crisis management of an enterprise is to provide such conditions for the functioning of an enterprise, when financial, production, marketing, personnel and other difficulties are not permanent and are quickly resolved by means of special measures. It is investigated, that HR crisis management at trade enterprises involves not only the formal organization of the work with the staff, but also a set of factors of social and psychological, moral character - democratic style of management, caring attitude to the needs of a person, attention to his/her individual characteristics, etc. It is proved, that an important factor that can contribute to effective crisis management is a well-selected, managed personnel, who respond quickly and flexibly to any changes in the environment. The article establishes the HR management in the conditions of unstable or crisis state of an enterprise as a comprehensive, planned activity, based on a system of scientifically grounded principles, experience and intuition of managers of an enterprise. There are investigated the stages for HR crisis management in the market conditions as: analysis of the problem situation and state of an enterprise, diagnostics of human resources state, development and implementation of HR marketing measures, development of a HR crisis strategy and system of its marketing support, design of a HR crisis policy, development and organization of implementation of HR crisis decisions, development of measures to overcome and prevent conflicts, determination of HRM risk and ways of their overcoming, control over the implementation of HR-crisis decisions. There is created a list of actions of HR managers while crisis management, including establishment of a crisis management team, development of recovery plans, provision of communications.
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Ellis, Paul. "Are International Trade Intermediaries Catalysts in Economic Development? A New Research Agenda." Journal of International Marketing 11, no. 1 (March 2003): 73–96. http://dx.doi.org/10.1509/jimk.11.1.73.20138.
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International trade intermediaries (ITIs) represent a valuable conduit for market information and marketing technology for the international neophyte firm. However, aware that their intermediary role can become redundant over time, ITIs may adopt survival strategies that are suboptimal from the manufacturer's point of view. This article identifies the catalytic and sometimes ambiguous role of ITIs in the economic development of host nations. The author identifies some propositions and proposes a research agenda.
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Medvedeva, Yulia. "Marketing orientation as a basis for retail structures’ innovative development." E3S Web of Conferences 210 (2020): 13042. http://dx.doi.org/10.1051/e3sconf/202021013042.
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Transformation of trade processes together with a system approach is the prerequisite for research of marketing management of innovative development of trade enterprises. The development of theoretical and conceptual provisions of marketing management of retail structures’ (RS) innovative development is based on the study of the evolution of marketing concepts in conjunction with the genesis of retail trade, based on the change of technological structures. The transformation of retail trade development guidelines is determined, depending on changes in the subjects of influence. The most relevant concepts for innovative development are relationship marketing, co-creation marketing, customer experience marketing, and sustainable marketing. An integrated concept of marketing management of RS innovative development is proposed, the task of which is to provide catalyzing market innovation on the one hand and the resulting support for the commercialization of innovations. Based on the study of hierarchical relationships of marketing concepts in trade, features of innovative development of trade, the article defines the multi-paradigm of modern marketing in trade, which allows us to form the concept of marketing management of RS innovative development. Its content means the implementation of a customer-oriented and customer-involved retail enterprise management doctrine and is a process designed and managed by marketing, aimed at transforming technologies, methods, forms, and formats of trade
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Ostapenko, T. M., O. M. Kubetska, and V. P. Antipova. "Marketing as an Instrument for Managing the Solvency of Trade Enterprises." Business Inform 11, no. 514 (2020): 442–47. http://dx.doi.org/10.32983/2222-4459-2020-11-442-447.
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The article is aimed at studying marketing, marketing costs and marketing results, its modern instruments used in sales management, providing the achievement of the set goals, that is, meeting the need to generate income (profit) for the sale of goods and ensuring solvency of the enterprise. Marketing services, their importance for trade business in modern conditions of economic development are researched, as well as the main efficient marketing instruments are explored (marketing steps to increase sales), which are actively used by trading enterprises in the conditions of modernity. Significance of marketing, which served as the basis for the systematization of marketing costs in various forms of its organization, is considered. The indicators of performance, effectiveness and evaluation of marketing services (absolute amount of marketing costs, level of marketing costs, profitability of marketing costs, return to marketing costs on turnover of goods, pace of changes in marketing costs, absolute deviation of marketing costs, relative deviation of marketing costs) are generalized. The documentary registration of marketing services by groups (for the organization of marketing events and confirmation of the reality of incurring of costs) is summarized. The purpose, subject, object of marketing according to the managerial approach are defined and described in detail. The objects of marketing in solvency management are revenue centers (shops, other outlets and places of sale), wherein purchase, sale, and supplies are being materialized and positive factors for promoting customer needs, obtaining the highest trade income are being formed.
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Ostapenko, T. M., O. M. Kubetska, and V. P. Antipova. "Marketing as an Instrument for Managing the Solvency of Trade Enterprises." Business Inform 11, no. 514 (2020): 442–47. http://dx.doi.org/10.32983/2222-4459-2020-11-442-447.
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The article is aimed at studying marketing, marketing costs and marketing results, its modern instruments used in sales management, providing the achievement of the set goals, that is, meeting the need to generate income (profit) for the sale of goods and ensuring solvency of the enterprise. Marketing services, their importance for trade business in modern conditions of economic development are researched, as well as the main efficient marketing instruments are explored (marketing steps to increase sales), which are actively used by trading enterprises in the conditions of modernity. Significance of marketing, which served as the basis for the systematization of marketing costs in various forms of its organization, is considered. The indicators of performance, effectiveness and evaluation of marketing services (absolute amount of marketing costs, level of marketing costs, profitability of marketing costs, return to marketing costs on turnover of goods, pace of changes in marketing costs, absolute deviation of marketing costs, relative deviation of marketing costs) are generalized. The documentary registration of marketing services by groups (for the organization of marketing events and confirmation of the reality of incurring of costs) is summarized. The purpose, subject, object of marketing according to the managerial approach are defined and described in detail. The objects of marketing in solvency management are revenue centers (shops, other outlets and places of sale), wherein purchase, sale, and supplies are being materialized and positive factors for promoting customer needs, obtaining the highest trade income are being formed.
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Aditya Arie, Hetami, and Aransyah Muhammad Fikry. "Development of synergistic between digitalization MSMEs and digital society in Indonesia." HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION 11, no. 2 (August 14, 2021): 18–30. http://dx.doi.org/10.46223/hcmcoujs.econ.en.11.2.1934.2021.
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This article aims to elaborate on Micro, Small, and Medium Enterprises (MSMEs) and the Digital Society during the Covid-19 pandemic in Indonesia. The Covid-19 pandemic has paralyzed most sectors of the economy, especially micro-enterprises. The profits of most MSME actors did not increase, and many went bankrupt. That is why MSME business actors change their sales strategy with digitalization schemes. The digitization scheme is to use the marketplace as an intermediary and social media as a marketing technique. In addition, digital MSME actors must synergize with the digital community in marketing products and services. Therefore, the SME digital development initiative can be an alternative to saving business actors during the Covid-19 pandemic. This article uses a literature study with a library research method approach by elaborating various literature on the development of digital SMEs. Twenty-five articles were reviewed in this study from Sinta (Science and Technology Index) and Google Scholar. The paper argues that the development of digital MSMEs has become an alternative to saving and developing digital entrepreneurship in Indonesia during the Covid-19 pandemic.
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Shymko, O. V. "Omnichannelty as a Marketing Instrument to Ensure the Competitiveness of Trading Enterprises." Business Inform 1, no. 528 (2022): 462–68. http://dx.doi.org/10.32983/2222-4459-2022-1-462-468.
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The article is concerned with studying the peculiarities of omnichannelty as a specific marketing strategy that allows to form the resource, technological, innovative, partnership, competitive advantages and take a stable competitive position in the market and, as the experience of developed countries shows, is a real mechanism for the successful development of trading enterprises in the context of digitalization of the economy, changes in consumer behavior and growing uncertainty of the external environment. The economic essence of omnichannelty as an integrated system of sales channels is disclosed. The author systematizes and expands approaches to its interpretation as one of the tools for managing the trade process, sales model, marketing sales strategy, means of integrated communication, directly integrated marketing, marketing instrument for ensuring competitive advantages. The main trends, problems and prospects for the development of omnichannel trade in the consumer market are considered. The concept of mono-, multi- and omnichannel trade is examined, attention is focused on their differences. The factors contributing to the development of omnichannel sales in retail trade are identified. The advantages and risks of implementation of the omnichannel strategy in the activities of domestic trading enterprises are determined. The main directions of transformation of business processes of retail companies and the business model of offline stores under the conditions of introduction of instant marketing are characterized. Prospects for further research are determined as follows: study of the mechanism and instruments for the formation of information-communication support for the process of managing the omnichannel sales in order to provide feedback in the planning, control and adjustment processes.
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Ilchenko, T. V. "The Role of Marketing Instruments in the Innovative Development of Agrarian Enterprises." Business Inform 10, no. 513 (2020): 460–68. http://dx.doi.org/10.32983/2222-4459-2020-10-460-468.
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At present, intensification of innovation activity is recognized as the priority direction in the operation of agrarian enterprises. It is determined that this, first of all, requires the formation of a qualitatively new system of marketing provision for innovative development of agricultural producers, introduction of modern information and communication technologies, and the use of digital marketing instruments. Therefore, the research is aimed at substantiating and developing proposals to improve the effectiveness of innovative development of agrarian enterprises with the use of marketing instrumentarium. To achieve the aim, research methods such as analysis and synthesis, comparison, generalization, statistical analysis, structural and logical method, systematization are applied. The indicators of innovative development of food production enterprises are analyzed in accordance with KVED-2010. The key factors that determine the feasibility of using marketing instrumentarium in the innovative development of agrarian enterprises are identified. The main advantages of using information and communication technologies as an important marketing instrument in the innovative activities of agrarian enterprises are defined. Global trends in the development of the digitalization process in agriculture are examined. The peculiarities of digital channels for the promotion of agrarian products are considered, which include content marketing (SEO, SERM, SMM, PR content, e-mail marketing, ORM); digital advertising (contextual, targeted, media advertising); multichannel promotion; web-analythics. The directions of intensification of innovation activities of agrarian enterprises with the use of marketing instruments are defined, which are conventionally systematized by eight groups: operational response; budget optimization; remote mode and taking care of the team; assistance to agrarian business through the growth of corporate social responsibility and implementation of social initiatives; marketing strategy adjustments; transformation of communication mix and portfolio of innovative products; e-com enhancement, focus on trade marketing.
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Zhou, Chao. "Whether the Construction of the Free Trade Zone Will Help Improve the Total Factor Productivity of Enterprises-Evidence from Chinese A-Share Listed Companies." International Business Research 13, no. 3 (February 10, 2020): 15. http://dx.doi.org/10.5539/ibr.v13n3p15.
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Since the establishment of the first free trade zone in Shanghai in 2013, as of 2018, China has successively established 13 free trade zones. This paper uses a multi-period difference method and uses the financial data of Chinese A-share listed companies to prove the construction of the FTZ help to improve the TFP of the enterprise. The annual patent data obtained by the company is used to empirically analyze the role of innovation as a mediating effect in the development of the FTZ. In the end, it is believed that the construction of the FTZ can improve the TFP of enterprises through intermediary effects and regulatory effects.
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Чеснокова, Алина, and Alina Chesnokova. "Brand creation of the shopping center as a tool of strategic marketing." Servis Plus 9, no. 4 (December 1, 2015): 33–39. http://dx.doi.org/10.12737/14571.
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The article shows the problems of brand identity of the shopping malls. The competition of commercial enterprises increases in the context of globalization of commodity markets. There is a need to develop marketing strategies for each individual shopping center. The main goal and the key to successful operation of a shopping center is the creation of a positive reputation and promote customer loyalty to the brand of the shopping center. It depends on the ability of companies-the tenants of this shopping center to attract consumers and promote their products to the market. The shopping center acts as an intermediary between the tenants and consumers. Its intermediary function is to establish a common loyalty to the shopping centre, covering the company’s tenants and creating conditions for their development. Unfortunately, in today’s market it becomes more difficult to separate one business from another and shaping the brand identity of the company. This situation, i. e. the transition from mass to individual marketing, is the cause of strengthening the role of strategic marketing, creating a more serious theoretical and practical base for market segmentation.
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Кулик, А. В., І. В. Швець, and В. А. Абизов. "ЧИННИКИ ФОРМУВАННЯ ТА ОСОБЛИВОСТІ ТИПОЛОГІЇ ВХІДНИХ ГРУП ВБУДОВАНИХ ПІДПРИЄМСТВ ОБСЛУГОВУВАННЯ." Art and Design, no. 2 (August 11, 2021): 118–28. http://dx.doi.org/10.30857/2617-0272.2021.2.11.
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Purpose: to identify the peculiarities of the formation and typology of incoming groups of built-in service enterprises. The methodology consists in the application of general scientific methods of analysis, synthesis, comparative analysis, as well as in the formation of classification according to the research problem. Results.The publication reveals a generalized approach to theoretical developments on the classification of embedded trade enterprises and their incoming groups. Particular attention is paid to the factors of formation of incoming groups of built-in trade enterprises, such as: natural-climatic, ecological, ergonomic, urban, typological, functional-planning, architectural-spatial, structural-technological, socioeconomic, aesthetic (stylistic). Scientific novelty. Characteristic features and a wide range of classification of the built-in enterprises of trade, their development of interaction with development of the market of design and marketing are considered. Practical significance. Classification of embedded trade enterprises - is a contribution to the formation of a holistic picture of the theoretical foundations. Understanding the principles of formation of input groups directly depends on the classification of embedded trade enterprises, so it is of practical importance for the conceptualization of the theoretical basis of modern design and scientific issues related to the study of environmental design.
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Shan, Hongmei, Ying Li, and Jing Shi. "Influence of Supply Chain Collaborative Innovation on Sustainable Development of Supply Chain: A Study on Chinese Enterprises." Sustainability 12, no. 7 (April 8, 2020): 2978. http://dx.doi.org/10.3390/su12072978.
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The recent trade friction between the two largest economies, US and China, is having a profound impact on the sustainable development of supply chains at a global scale. Supply chain collaborative innovation has not only become the main means for enterprises in various countries to cope with imponderable changes, but also been the driver of increasing supply chain dynamic capability and of achieving sustainable development of supply chains. Based on the survey data of 510 Chinese enterprises, this paper adopts the hierarchical regression analysis and a structural equation model to study the impact of supply chain collaborative innovation on the sustainable development of supply chains. The results show that: (1) Three modes of supply chain collaborative innovation (namely, technology collaborative innovation, management collaborative innovation, and market collaborative innovation) have different effects on supply chain dynamic capability and sustainable supply chain performance. (2) Supply chain dynamic capability plays a significant intermediary role between supply chain collaborative innovation and sustainable supply chain performance. (3) Supply chain technology collaborative innovation has the greatest direct impact on sustainable supply chain performance, followed by supply chain management collaborative innovation. However, the direct effect of supply chain market collaborative innovation on sustainable supply chain performance is not significant; under the intermediary role of dynamic capability, supply chain market collaborative innovation has a significant indirect effect on sustainable supply chain performance.
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MIZINA, Olena. "CURRENT TRENDS IN THE FORMATION OF MARKETING STRATEGY OF TRADE ENTERPRISES." Herald of Khmelnytskyi National University 292, no. 2 (May 2021): 121–27. http://dx.doi.org/10.31891/2307-5740-2021-292-2-20.
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The main scientific goal of this work is to study modern trends in the formation of marketing strategies in the context of the development of e-commerce and Internet communications and to determine the key determinants of this process. Consideration of the theoretical foundations of the formation of marketing strategies in the aspect of modernity has shown that there are new requirements for the formation of enterprise strategies, including functional ones. The approach in which strategic marketing planning is limited to defining a future-oriented overall direction of operations is changing. The emphasis is shifting towards the formation of an efficient market-oriented system with an appropriate allocation of the firm’s resources. The marketing strategy should contain a set of measures to strengthen the competitive position in the target market, and today’s reality is such that it is almost impossible without promoting the company on the Internet. Moreover, today the issue of transition to integrated marketing communications is relevant, and the complex of Internet communications is precisely those new modern tools that can complement and strengthen the classic set of five basic tools (advertising, sales promotion, etc.). A study was conducted on the possibilities and feasibility of using Internet tools and relevant information and communication technologies in the field of market research, product promotion, and effective use of resources. On the example of one of the most competitive niches in the field of e-commerce (sales of electronics and household appliances), a study of key trends in online sales of Ukrainian online stores was carried out, directions for developing an online promotion strategy were determined, based on the goals and restrictions of the market. From a modern point of view, the individual elements of the marketing complex, their semantic content are considered, an assessment of the strengths and weaknesses of various Internet communication channels is presented, which makes it possible to design their growth zones within the framework of solving problems and achieving the goals of specific market entities.
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Tanasiichuk, Alona, Svitlana Kovalchuk, Galyna Otlyvanska, Zinaida Andrushkevych, and Kateryna Sokoliuk. "Influence of Structural Processes in the Economy of Ukraine on Marketing and Logistical Processes of Domestic Enterprises." European Journal of Sustainable Development 10, no. 2 (June 1, 2021): 187. http://dx.doi.org/10.14207/ejsd.2021.v10n2p187.
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The article covers the study of structural processes in the economy of Ukraine, transformations in the agribusiness in accordance with current trends in the development of the market of agricultural products, which have a significant impact on marketing and logistical processes of domestic enterprises and shape the need of agricultural enterprises to expand trade relations with foreign countries. The article explores the structural processes in the economy of Ukraine over the period 2017-2019, transformations in the agricultural business in accordance with current trends in the development of the market of agricultural products. The domestic market of agricultural products by commodity groups "10 Cereal and puls crops", "15 Fats and oils" are explored on the basis of analysis of the indicators of structural statistics of agricultural production, sales and consumption of agricultural products, characteristics of export-import operations of domestic agribusiness enterprises. It is determined that structural transformations in agribusiness have a significant impact on the marketing and logistical processes of domestic enterprises and shape the need of agricultural enterprises to expand trade relations with foreign countries. It is substantiated that in 2020 domestic agricultural enterprises would have to work to expand exports to different countries around the world. However, owing to recent turmoils of international markets by the crisis caused by the coronavirus pandemic, large stocks of agricultural products of the commodity groups "10 Cereal and puls crops" and "15 Fats and oils" have emerged at the warehouses of domestic enterprises, so we believe that such situation requires the improvement of marketing and logistical management of their business activities.
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Shymko, O. V. "Benchmarking as a Marketing Tool to Ensure the Competitiveness of Trading Enterprises." Business Inform 10, no. 525 (2021): 387–92. http://dx.doi.org/10.32983/2222-4459-2021-10-387-392.
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The article is devoted to solving theoretical, methodological and applied aspects of benchmarking by trade enterprises in the context of globalization of commodity markets and integration of Ukraine into international trade and economic relations. The economic essence and the purpose of benchmarking as a marketing tool for ensuring competitive advantages are disclosed. The main prerequisites, the motives that presuppose the use of benchmarking in the activities of enterprises are considered. The modern approaches to benchmarking management are specified. Classification features are distinguished, types of benchmarking and scope of their use are characterized. The peculiarities of benchmarking of business processes of retail enterprises, the major success factors (assortment and laying out of goods, quality of goods/services, technology of purchase, saving of the buyers’ expenses, interaction with staff, store atmosphere, perception of the store by consumers) and the main management tasks in the process of change management, the solution of which will allow the retail trade enterprise to respond promptly to changes in market conditions and optimally combine goals and objectives of commercial activities with the needs of consumers. The factors that hinder the use of benchmarking by trade enterprises are described, in particular, the weak development of strategic analysis functions, the high cost of benchmarking research, and the deficiency of information field. Prospects for further exploration are determined as research of the mechanism and tools for the formation of information and communication provision of the benchmarking process in order to provide feedback in the processes of planning, control and adjustment.
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Izaak, Wilma Cordelia, Theodora Cicelia Khristi, and Nuruni Ika Kusumawardhani. "Social Media Marketing and TOE Framework Exploration in Digital Micro or Small and Medium Enterprises." Journal of Economics, Business, and Government Challenges 5, no. 1 (April 13, 2022): 20–26. http://dx.doi.org/10.33005/ebgc.v5i1.210.
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This article aims to determine the function and role of digital MSMEs stands for Micro or Small-Medium Enterprises using TOE exploration during the Covid-19 pandemic. The Covid-19 pandemic has made the majority of the economic sector, especially MSMEs, decline. The majority of MSMEs actors cannot develop and many ended up in bankruptcy. This is what makes MSMEs business actors change the function and role of digital MSMEs during the COVID-19 pandemic with a sales strategy through a digitalization scheme. The digitization scheme is by utilizing a market place (intermediary) and using social media as a marketing technique. In addition, digital MSMEs actors must be able to synergize with consumers in marketing products and services. Thus the digital MSMEs development scheme can be an alternative to save business actors in the midst of the Covid-19 pandemic. This article uses the literature study method by elaborating various literatures on the development of digital MSMEs. This article argues that the development of digital MSMEs has become an alternative to saving as well as developing the functions and roles of digital MSMEs during the COVID-19 pandemic.
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Koval, N. V., N. L. Korzhenivska, and E. V. Dobrovolska. "DEVELOPMENT AND LEVEL OF EFFICIENCY OF TRADE ACTIVITIES BY RETAIL ENTERPRISES OF UKRAINE." Podilian Bulletin: Agriculture, Engineering, Economics, no. 32 (June 29, 2020): 132–44. http://dx.doi.org/10.37406/2706-9052-2020-1-16.
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Development of trading activities is carried out in accordance with the current Concept of development of internal trade of Ukraine. At a rapid pace, changes are occurring in consumer preferences, assortment conditions, and the expansion of the influence of the geographical and species capabilities of the presented goods. The analysis of internal changes in the volume of goods turnover of enterprises by product groups, business entities at the country level and its individual regions made it possible to argue and justify the importance of observing the totality of organization principles, the balance of supply and demand, purchasing power, economic feasibility and payback. The used methods of author generalizations, analytical and statistical calculations, comparisons made it possible to systematize the digital material of the study and substantiate conclusions regarding the state and dynamics of the development of trade activities in Ukraine, as well as the Khmelnitsky region, as one of its regions. The study focuses on network marketing, as one of the forms of development and improvement of trade and the determination of the necessary nomenclature and bottlenecks in the activities of trade entities, including markets. The prospects of the use of electronic commerce (purchase and sales) are substantiated, which significantly expands the possibilities for carrying out trading activities for both buyers and trade enterprises. It is proposed to take into account the influence of demographic security, as one of the factors that shape the country's product policy and its export potential. It is determined that the influence on the increase in turnover indicators has an extensive factor in the growth of prices for consumed goods, in a certain way introduces distortions in the perception of digital information. The use of innovative technologies, modern methods of managerial decision-making in the field of marketing, logistics allows us to improve the trading process, satisfy consumer demand and ensure the effectiveness of enterprises in the trading sphere.
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KLEPIKOVA, Svitlana, Mariia YATSYNA, and Olena DRUHOVA. "Peculiarities of foreign economic activity management of enterprises." Economics. Finances. Law 11, no. - (November 26, 2021): 18–22. http://dx.doi.org/10.37634/efp.2021.11.3.
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Introduction. The paper is devoted to the problems of research of features and modern mechanisms of economic regulation of foreign economic activity of enterprises in Ukraine. The purpose of the paper is to improve the scientific and methodological basis for stimulating the development of foreign economic activity of enterprises and substantiation of the theoretical foundations of foreign economic activity of enterprises in order to further their development in the today's globalized world. Results. It is determined that one of the problems of foreign economic activity of enterprises is the problem of inefficient management system, lack of strategic and marketing approaches to enterprise management, and enterprises more often use the technique of short-term adaptation. An enterprise focused on the development of foreign economic activity should develop approaches to improve international marketing, especially in terms of making effective management decisions based on the processing of a significant amount of information data and assessing the factors of the international market environment. The main condition for the adaptation of enterprises to the rapidly changing external environment may be the formation of a system of strategic planning, which provides a more rational use of limited resources, promotes consistent development and implementation of management decisions, focuses on sustainable development in market conditions. The management staff should clearly formulate the principles of strategic research in order to intensify foreign trade in industrial enterprises, and most importantly – formed a marketing strategy for foreign trade. The main means of increasing the potential of foreign economic activity of enterprises are the formation of such economic conditions that would allow due to modernization of production to increase domestic production and services, introduce innovative technologies. Conclusion. In order to improve the foreign economic activity of Ukrainian enterprises, it is proposed to implement a policy aimed at increasing merchandise exports by introducing innovative developments to improve the quality of domestic products, which must meet international norms and standards necessary to create a sufficient level of competitiveness in domestic markets.
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Zadorozhniuk, Natalia, Iryna Malysh, and Iana Minieieva. "SPECIFICS OF MARKETING OF PHARMACEUTICAL INDUSTRY." Scientific Bulletin of Mukachevo State University. Series “Economics” 1(13) (2020): 86–91. http://dx.doi.org/10.31339/2313-8114-2020-1(13)-86-91.
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The article substantiates the relevance and necessity of studying the specifics of marketing of pharmaceutical companies. The purpose of the article is to determine the specifics and features of modern pharmaceutical marketing. The features of the modern pharmaceutical industry of countries with market economies have been given. The modern tendencies and features of development of the world pharmaceutical market have been defined. The key problems of the pharmaceutical market of Ukraine and the priorities of its development taking into account the expediency of using marketing tools have been considered. Among the identified priorities are important to increase the competitiveness of products and enterprises of the pharmaceutical industry through qualitative changes and innovations; ensuring the innovative development of industrial enterprises in this industry; application of creative approaches. Features of pharmaceutical marketing have been given. The interests of the subjects of the modern pharmaceutical market are combined into a "complex" covering two levels. The interaction of the main subjects of the pharmaceutical market has been studied. The main forms of marketing in the pharmaceutical industry have been considered. The article uses methods of analysis, grouping and systems approach. The scientific novelty of the work is reflected in the proposals of the authors to combine the interests of all actors in the modern pharmaceutical market in a certain complex, which covers two levels; building a graphical representation of all possible links between the subjects of the pharmaceutical market. The practical significance of the article lies in the possibility of implementing the priorities of the pharmaceutical market in our country, taking into account the feasibility of using marketing tools. It has been noted that most pharmaceutical manufacturers do not implement the third form, because all functions related to marketing are performed by intermediary networks. We see prospects for further research in the study of international experience of cooperation of pharmaceutical companies, a detailed consideration of global trends in pharmacy. Keywords: marketing, pharmaceutical industry, pharmaceutical market, demand, forms of marketing application, pharmaceutical market subjects
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Wang, Yan Ping. "Research on the Design and Application of Micro Blog Network Marketing into the Global Trade." Applied Mechanics and Materials 687-691 (November 2014): 4902–5. http://dx.doi.org/10.4028/www.scientific.net/amm.687-691.4902.
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The emergence and rapid development of Micro Blog has provided a new, swift and effective tool for the international trade. Nowadays this new tool is called Micro Blog internet marketing. Compared with blog, the micro log is much more convenient and the issued content is much more brief which makes the users issue messages timely and usually it is a much more effective channel for the readers and the bloggers to communicate with each other. Micro blog has quickly become a popular tool to communicate and every website has begun to open their own micro blog to propaganda their companies. The micro blog internet marketing can reduce the cost of international trade, improve trade efficiency and customer satisfaction and improve the enterprises’ awareness of competition. Therefore to lay much more emphasis on the role that the micro blog internet marketing has played in international trade is a must in the new century. This is also a way to increase the construction of internet information, thus regulating the micro internet marketing and promoting the healthy development of this field.
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Kuzmak, Oleh, and Artur Shaidyuk. "MODERN MARKETING TECHNOLOGIES AS A TOOL FOR EFFECTIVE BUSINESS MANAGEMENT IN THE CONTEXT OF GLOBALIZATION." Scientific Notes of Ostroh Academy National University, "Economics" Series 1, no. 19(47) (December 17, 2020): 57–63. http://dx.doi.org/10.25264/2311-5149-2020-19(47)-57-63.
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Globalization through increased trade liberalization and the development of new technologies has led to a sharp increase in trade and economic turnover of goods and services, as well as an increase in the exchange of financial resources. Accordingly, effective marketing, which would take into account the various factors of the environment and the peculiarities of integration processes, becomes one of the tools to provide the prerequisites for competitive advantage in both national and global markets. At the same time, the use of modern marketing technologies in the management of marketing activities allows companies to increase turnover, become more personalized and become attractive to consumers. And, most importantly, not only the interface between brands and consumers is changing, but the correct application of marketing technologies allows modern companies to improve their financial situation, strengthen their position and facilitate integration into competitive global markets. The purpose of the study is to develop theoretical provisions and practical recommendations on the field, meaning and features of modern marketing technologies, their impact on the commercial activities of enterprises and strengthening competitive positions in domestic and global markets. The article examines the importance and necessity of the modern marketing technologies application in the activities of modern enterprises in a competitive global environment. In particular, the content, specifics, features of the formation of marketing technologies are considered. The purpose and directions of the marketing technologies application and their influence on competitiveness of domestic enterprises both in the domestic and global markets are substantiated. The conducted research gives grounds to conclude that marketing technologies are important for the effective operation of domestic enterprises. Proper selection and correct application of modern marketing technologies allows companies to improve marketing management processes, expand the target audience, increase sales, strengthen their market position, increase their image and brand interest in national and international markets.
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Murovana, Tetiana, Tetiana Kharchenko, and Nataliia Avramenko. "FEATURES OF MARKETING RESEARCH IN RETAIL TRADE." Economic discourse, no. 4 (December 2019): 114–22. http://dx.doi.org/10.36742/2410-0919-2019-4-12.
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Introduction. The development of the global retail market is accompanied by changes in approaches to the choice of methods of marketing research tools used in retail trade. Modern marketing research methods, which include tools and mechanisms for creating, promoting, distributing and exchanging information, play an important role in the context of the economy digitalization and the entry of Ukrainian companies into new markets. In view of this, there is a need to analyze the current state and trends of the retail market in Ukraine, to investigate the main groups of methods used in conducting marketing research, as well as to distinguish some of their types that are appropriate to use in the current conditions of functioning of the retail market in Ukraine. Methods. Historical and systematic approaches have been used to study the current state and trends of retail development. The study of the dynamics of the main indicators of retail trade was conducted using statistical methods of structure analysis, index method and method of dynamics series. The forecasting of the retail turnover of enterprises was carried out using linear approximation methods, in particular, the least-squares method. Grouping methods, as well as qualitative and quantitative research methods, were used to substantiate measures to improve marketing policies, research methods and tools. Results. The current state and trends of retail market development in Ukraine were analyzed by the authors. The main groups of methods that are used in conducting marketing research were investigated, as well as their separate types, which are expedient to be used in the current conditions of functioning of the retail Market in Ukraine. The stages of conducting marketing researches in retail trade are distinguished and the basic tasks which must be solved on each of them are defined. Discussion. The implementation of the proposed measures will help to identify innovative solutions to familiarize customers with new types of products, as well as to adapt specific methods of marketing research to the current conditions of functioning of the global retail market. In addition, the implementation of the proposed measures will allow to develop measures for timely response of the manufacturing companies to the existing requests of the retail market, ensuring the financial stability and solvency of the companies involved in the field of retail trade. Prospects for further research may include in-depth analysis of prospects for the use of large-scale processing financial technologies and development of special software for the application of specific methods of marketing research (point-of-sale audit, point-of-sale price analysis, check structure, mystery shopper, trading panel, ABC-analysis, XYZ-analysis, cross-analysis, hall-tests, home-tests, etc.). Keywords: marketing research, methods of marketing research, retail, e-commerce.
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Chen, Yupei. "Impact of the Carbon Labelling System on China’s International Trade and Countermeasures." Financial Forum 9, no. 3 (September 16, 2020): 145. http://dx.doi.org/10.18282/ff.v9i3.1100.
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<p>Increasingly serious climate change and environmental problems threaten the survival and development of mankind, carbon labeling as a new marketing model has attracted the attention of countries. Although the carbon labeling system can promote the upgrading and transformation of Chinese enterprises to a certain extent, the implementation of this system is also prone to create de facto invisible trade barriers, which will have different degrees of negative impact on the trade exports of Chinese products. Therefore, China should actively take a series of measures to ensure the sustainable and healthy development of foreign trade.</p>
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Primadona. "DIGITAL MSME DEVELOPMENT IN INDONESIA DURING THE COVID-19 PANDEMIC." AKSELERASI: Jurnal Ilmiah Nasional 2, no. 2 (August 27, 2020): 145–54. http://dx.doi.org/10.54783/jin.v2i2.505.
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This article will discuss the growth of Micro, Small, and Medium-Sized Enterprises (MSMEs) during the Covid-19 epidemic. The Covid-19 pandemic has brought the majority of economic sectors, particularly MSMEs, to a standstill. The surplus is that the majority of MSME actors are unable to develop, resulting in widespread bankruptcy. This forces MSME business actors to rethink their sales strategies in light of digitization initiatives. The digitization strategy makes use of an intermediary (marketplace) and social media as a marketing tool. Additionally, actors in the digital MSME sector must collaborate with netizens to sell their products and services. Thus, the digital MSME development strategy may serve as a viable option to business players being rescued during the Covid-19 pandemic. This essay employs a literature review approach, expanding on existing material on the emergence of digital SMEs. This paper contends that as a result of the Covid-19 pandemic, the development of digital MSMEs has become a viable alternative to saving and promoting digital business in Indonesia.
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Voskolupov, V., T. Balanovska, O. Havrysh, O. Gogulya, and N. Drahnieva. "MARKETING MANAGEMENT AS A TOOL FOR PREVENTING CRISIS OF AGRICULTURAL ENTERPRISES." Financial and credit activity problems of theory and practice 5, no. 40 (November 8, 2021): 410–17. http://dx.doi.org/10.18371/fcaptp.v5i40.245192.
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Abstract. The article studies the state and trends of agricultural development in Ukraine. Agriculture today is one of the leading sectors of the Ukrainian economy, as well as that agricultural products are the main ones regarding its foreign trade. At the same time, there are a number of problems that hinder the effective development of agriculture, ranging from outdated material and technical base at enterprises to a significant share of imported agricultural products, that are present on the market, and the prices of which are lower than of the Ukrainian products. The findings of the article prove that in 2019, compared to other years, the share of unprofitable agricultural enterprises increased. In addition, there was a decrease in the level of profitability for all types of agricultural products. It is noted that practical implementation of effective management tools allows enterprises to reduce the size of possible losses and the likelihood of emerging crisis situations, to improve the adaptability of enterprises and to strengthen their competitive positions in the market. The study identifies that the activity of agricultural enterprises is complicated by competition, which requires the production of products that are in demand. In order to prevent crisis, enterprises should use marketing management that involves managing all general and individual functions of the enterprise, as well as all its units on the basis of marketing. In addition, marketing management involves the orientation of the entire management system of the enterprise to pleasure the needs of consumers. It is established that commercial efficiency and social impact will be achieved as a result of effective use of marketing management in the activities of agricultural enterprises. The list of procedures, with the help of which marketing management at the enterprise can be formed, is investigated. The guidelines for marketing management at agricultural enterprise have been developed, which together will help meet the needs of consumers, gain new competitive advantages, and, as a consequence, increase the profitability and competitiveness of the enterprise. JEL Classification Q12, M10, M21,
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Purbohastuti, Arum Wahyuni, and Didik Aribowo. "PENGEMBANGAN E-COMMERCE PRODUK UMKM BERBASIS ANDROID DI KOTA SERANG-BANTEN." Jurnal Bisnis Terapan 3, no. 02 (December 31, 2019): 137–46. http://dx.doi.org/10.24123/jbt.v3i02.2509.
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Awareness of technology is increasing along with the development of technology from time to time. Sophisticated technology and its use that is easily accessible to every age group. Based on observations and interviews with the community of Micro, Small and Medium Enterprises (MSMEs) in Serang City, Banten Province, a mobile application that is capable of supporting access to information systems for MSMEproducts can be reached more widely. The objectives of this study are: 1) Developing an android-based mobile application system for marketing MSME products at the Department of Industry and Trade and MSME Serang. 2) Knowing the feasibility of an android-based mobile application system for marketing MSME products at the Department of Industry and Trade and MSME Serang City. The research method uses R&D (Research and Development) with a waterfall development model. In this waterfall development model there are four stages, namely requirements analysis, design, implementation, and testing. This research is expected to help the community, especially the SMEs in Serang City, Banten Province to be able to expand and facilitate the marketing of superior products.
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Kunwar, Subash C., Abdul S. Ansari, and Harisharan Luintel. "Non-timber Forest Products Enterprise Development: Regulatory Challenges in the Koshi Hills of Nepal." Journal of Forest and Livelihood 8, no. 2 (October 15, 2009): 39–50. http://dx.doi.org/10.3126/jfl.v8i2.2307.
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Nepal's government policies recognise Non?Timber Forest Products (NTFPs) enterprises as one of the potential means to contribute to poverty reduction. In practice, however, there are only a limited number of NTFPs enterprises that have been successful in creating income and employment for the poor. Drawing on the experience of promoting NTFPs enterprises in the Koshi Hills, this paper demonstrates that there are a number of regulatory issues and practical challenges that deter key processes of NTFPs enterprise development, including enterprise registration and operation, marketing and trade, taxation, and private sector investment. The paper also explores directions of policy change and possible strategies. It is argued that the proactive involvement of civil society groups, including the networks of forestdependent people, is important in addressing the local level policy challenges and influencing national policy and regulations. Full text is available at the ForestAction websiteDOI: http://dx.doi.org/10.3126/jfl.v8i2.2307 Journal of Forest and Livelihood 8(2) February 2009 pp.39-50
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Komarcheva, Oksana, and Elena Lysenko. "Trade and Service Industry: Readiness Analysis for Digital Transformation." Bulletin of Kemerovo State University. Series: Political, Sociological and Economic sciences 2020, no. 3 (October 16, 2020): 375–86. http://dx.doi.org/10.21603/2500-3372-2020-5-3-375-386.
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Trade and service industry was one of the first areas to go online. As a result, digital transformation has always been important for this sphere. The research objective was to assess the readiness of trade enterprises and service sector for digital transformation in the Kemerovo region based on questionnaire method. The study featured network companies, small businesses, and individual entrepreneurs in the field of trade and services. The article covers several approaches to the definition of digital transformation and its key areas, i.e. customer-centered approach, partnership and collaboration, big data, innovations, digital value management, corporate and consumer digital culture, etc. Most enterprises saw digital transformation as a tool of efficiency improvement, not as a strategic activity. This was mostly typical of large network companies, with a few regional enterprises. Companies that deal with consumer goods showed the best results in digital transformation. The market of trade and services in has low data transparency. Most companies demonstrated a poor use of digital technology. On the other hand, consumers of trade and service industry showed a high degree readiness for digital transformations. Development of Internet marketing and digital technologies suggests that digital transformation is bound to become a tool of competitive growth.
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Yumlembam Linthoi Chanu, Linthoi. "DOES MARKETING REMAIN AS A DRAWBACK OR RESPONSES TO THE GROWTH OF WOMEN ENTERPRISES OF MANIPUR?" International Journal of Management & Entrepreneurship Research 2, no. 5 (October 23, 2020): 291–303. http://dx.doi.org/10.51594/ijmer.v2i5.159.
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The purpose of the study is to understand the marketing problems and activities of women enterprises of Manipur; and consequently,to examine their impact on the sales growth. Relatively, a null hypothesis on whether marketing can influence thesales growth of women enterprises was developed and tested to draw inferences and conclusions. The study was felt due totheneed forthe hour to introspect into the reasons for slow pace of industrial growth and entrepreneurship development in Manipur out of which an assumption is the marketing reasons. Primary data were collected from 200 women entrepreneurs through theface-to-face structured interview based on questions associated with the identified variables of the study, i.e. dependent variable being sales growth and independent variable being marketing. Statistical methods like percentage, median, and chi square test were employed. The primary data were processed through SPSS. The findings of the study revealthat marketing has been a problem for women entrepreneurs of Manipur. However, the chi square test results show that marketing constraints do not have a significant impact on sales growth. The study also reveals that marketing activities performed by women enterprises are branding, packaging, labelling,providing product related services, standardization of products, promotional pricing, use of middlemen as a channel of distribution, sales at counter, personal selling, advertising both conventional and modern, and trade promotion. And that these functions have a significant and positive relationship with sales growth. Hence, the study concludes that though women enterprises face difficulties in marketing the products,doesnot remain as a drawback and contributes significantly to sales growth.
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Zhang, X. "The Coronavirus Will Not Change the long-Term Upward Trend of China’s Economic Development." Finance: Theory and Practice 24, no. 5 (October 24, 2020): 15–23. http://dx.doi.org/10.26794/2587-5671-2020-24-5-15-23.
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The author investigates the impact of COVID‑19 and macro-policy adjustment on China’s economic development. The aim is to describe the situation and trend of China’s economic development before and after COVID‑19. The research method is the comparative data analysis. The study shows that in response to COVID‑19, the Chinese government, on the one hand, has accelerated its opening-up, taken the opportunity of fighting against the pandemic to provide medical assistance to and cooperate with other countries, and actively promoted the building of a community with a shared future for mankind and the process of globalization. On the basis of the Belt and Road Initiative and multilateral, regional, and subregional cooperation mechanisms such as the United Nations, Shanghai Cooperation Organization, BRICS (Brazil, Russia, India, China, South Africa), G20 (Group of 20), and APEC (Asia-Pacific Economic Cooperation), China and the Eurasian Economic Union began to cooperate more frequently and the trade relations between Japan, South Korea, and European developed countries became closer. Meanwhile, committed to building a global interconnection partnership, China actively participates in global economic governance and provides various public products. The Chinese government has proposed “Six Guarantees” on the basis of “Six Stability”. In order to achieve the purpose of stabilizing foreign trade and expanding imports, China has imposed various measures to accelerate the liberalization and facilitation of international trade and investment, such as implementing the new version of the “Foreign Investment Law”, establishing free trade zones, and promoting its experience and organizing international import expositions. Additionally, the Chinese government also implemented targeted fiscal and monetary policies, increased support for enterprises, especially small and medium-sized enterprises, and promoted the construction of “new infrastructure” and innovation of business model, which have formed the driving forces for the transformation of the economic development model in China from traditional business to cloud business, from traditional marketing to live streaming marketing, from traditional sales to online sales. The author concluded thatChina’s adjustment of macro policies in response to COVID‑19 was effective and played an important role in the resumption of production and life, stabilizing foreign trade activities, releasing domestic demand and promoting stable and sustained growth of the economy
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Tanasiichuk, Alona, Liudmila Serednytska, and Nataliia Dobrovolska. "INFORMATION SUPPORT OF THE MARKETING RESEARCH SYSTEM OF THE MINERAL WATER MARKET." HERALD OF KHMELNYTSKYI NATIONAL UNIVERSITY 298, no. 5 Part 1 (October 4, 2021): 245–51. http://dx.doi.org/10.31891/2307-5740-2021-298-5(1)-43.
Full textAbstract:
It has been demonstrated that in the conditions of overcoming the consequences of corona crisis an important issue is the organization of business processes, which, as of the time of the study, is carried out on a mixed form. It is substantiated that enterprises should assess their capabilities and be ready to make quick business decisions in the case of reintroduction of quarantine for enterprises. It is substantiated that the organization of marketing research of commodity markets and timely provision of managers of structural units with reliable information is important for the effective conduct of business by domestic enterprises on a mixed form. In the study the sequence of information support for marketing research of the mineral water market has been developed. The dynamics of incomes and the level of demand of mineral water consumers during the period of corona crisis has been determined. As a result of the research it was concluded that the mineral water market, unlike other sectors of the economy, has favorable prospects for further development. A portrait of a mineral water consumer and his level of satisfaction with the quality of mineral water, pricing and assortment policy on the domestic market have been determined. This study will determine consumer preferences for the choice of mineral water and take into account its results by domestic production and trade enterprises. Other enterprises will be able to develop a similar sequence of information support for marketing research of the commodity market in which they carry out their business activities.
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Repetowski, Radosław. "Zmiany w marketingowej orientacji przedsiębiorstw przemysłowych w dobie postępującej globalizacji." Studies of the Industrial Geography Commission of the Polish Geographical Society 12 (June 4, 2009): 159–68. http://dx.doi.org/10.24917/20801653.12.14.
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Globalization is not a new phenomenon. This process has been initiated by great geographic discoveries. One can say, that the first age of globalization has been started in the 19th century. Continuous reducing of duty caused England to become the trade – open country. It allowed to accelerate the develpment of international business. In the end of the 19th century, innovations were a significant factor for development of globalization. They enabled a boost of efficiency of enterpreneurship through organizing mass production, reducing elementary cost and reducing price of final products. Technical progress in transport was also a significant factor for development of globalization. Along with technical progress, enterprises were forced to change their market orientation. Development of telecommunication contributed to propagation of information and it allowed enterprises to react much more quickly to changes in their environment. Presently, globalization has adopted a different form. First of all, it proceseeds faster and it has the greatest territorial coverage. There is no doubt that modern enterprises face the great challenge of being more competing on the homogeneous international market. Marketing is a package of market management instruments and one of the basic manager orientation. Efficiency of the enterprise activity on the market is mainly dependent on the selection of proper marketing instruments. The main questions are: How to be competitive on the international market in the age of globalization? Has globalization played a big role in forming the marketing theory?
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Donaldson, Ronnie, Mariette Du Toit-Helmbold, and Annareth Bolton. "Repositioning the Swellendam Municipal Area as a Tourist Destination: Trends, Destination Marketing and Place Branding." African Journal of Hospitality, Tourism and Leisure 10, no. 10(5) (December 15, 2021): 1576–90. http://dx.doi.org/10.46222/ajhtl.19770720.180.
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In 2017 the Swellendam Tourism Bureau’s board adopted a new marketing brand for the municipality under the banner Cape Trade Route. The brand was introduced without using any market intelligence to inform it. The Swellendam Municipality subsequently resolved that any new tourism strategy had to be informed by current market research, including media, trade and industry sentiments about the region. This paper reports on five sets of empirical evidence collected by various means to better understand Swellendam’s tourism brand and marketing strategies. They are (1) workshops with business and community roleplayers; (2) an online questionnaire survey conducted with tourist-aligned enterprises in the Swellendam municipal area; (3) a content analysis of traditional and social media relating to Swellendam; (4) a visitor interview survey; and (5) a snap review of sixteen tour operators’ opinions about Swellendam as a tourism region. The findings highlight the crucial role of sound market intelligence in creating tourism marketing strategies for municipalities. The reported findings and the recommendations made have subsequently informed the municipality’s spatial development framework and tourism strategy.
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Ćurčić, Nikola V., Aleksandar Grubor, and Almir Muhović. "Customer Relationship Marketing and Institutional Support Influence on the Women’s Companies Sustainability in Serbia." Sustainability 13, no. 19 (September 29, 2021): 10824. http://dx.doi.org/10.3390/su131910824.
Full textAbstract:
Current sustainability challenges require businesses to develop their relations with customers and markets through relationship marketing and jointly create added value of their services responsive to environmental, social and economic requirements at the same time. This article also supports the gender equality within the SDGs (fifth goal). As (SMEs Report, 2018) micro companies make 89.137, small enterprises make 11.219, entrepreneurs in shops and services sectors make 272.969 and cooperatives in agriculture and food trade make 1.196, they comprise most of the SMEs sector in Serbia, while Medium-sized firms make 2.517, and large enterprises make 540. Female entrepreneurs, which represent 32% of all SMEs and 22% from cooperatives were selected for the research sample with the aim to primarily represent the sectors their businesses operate within. The empirical research was provided in Serbia in 2021 on the sample of 220 female enterprises, shops and cooperatives, most of which operate in service sectors. The aim is to indicate the importance of the institutional factors (IF, government support) and customer relationship marketing (CRM) and their influence on the sustainability of the women’s enterprises (WES). Findings show that CRM significantly impacts the WES, showing that the market and customer loyalty are the most important for the sustainability and resilience of the business. At the same time, results show the importance of the IF government measures’ and policies’ influence and reveal that insufficient attention that has been dedicated to (WES) and SDGs goals of gender equality in feminist economics.
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Feng, Sai. "Enterprise Marketing Strategy and Path under the Background of Double Cycle." Modern Economics & Management Forum 3, no. 2 (April 25, 2022): 123. http://dx.doi.org/10.32629/memf.v3i2.779.
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At present, the international and domestic situations have undergone profound and complex changes, the world economic growth is sluggish, and the global governance problems are prominent. In the face of uncertainties in globalization and the driving structure of China's economic growth gradually shifting from foreign trade and investment to domestic demand and consumption, the urgency of the modern industrial system to be independent and controllable has been further strengthened. On May 14, 2020, General Secretary Xi Jinping presided over a meeting of the Standing Committee of the Political Bureau of the CPC Central Committee, pointing out for the first time that we should deepen supply-side structural reform, give full play to the advantages of China's super-large market and the potential of domestic demand, and build a new development pattern in which domestic and international cycles promote each other. On August 24th, in the economy social experts symposium, Xi Jinping stressed that adhere to the supply side structural reform, seize the strategic basis, production, distribution, circulation, consumption more relying on the domestic market, namely the domestic cycle as the main body, but the new pattern is not closed domestic cycle, but open domestic and international double cycle. In the face of the new economic development pattern, the marketing strategy of enterprises also needs to be changed to adapt to the needs of the international and domestic markets. This paper mainly studies and puts forward the purpose of the new development pattern, as well as the marketing strategy and path of enterprises under the background of double cycle.
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Haryono, Tulus, Siti Khoiriyah, Rum Handayani, and Rara Sugiarti. "MENGAPA UKM GARMEN DI KABUPATEN KLATEN MAMPU BERTAHAN DI TENGAH PERSAINGAN PASAR BEBAS?" EKUITAS (Jurnal Ekonomi dan Keuangan) 1, no. 4 (September 4, 2018): 552–70. http://dx.doi.org/10.24034/j25485024.y2017.v1.i4.3662.
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This study aims to investigate the determinants of Small and Medium Enterprises (SME) can be survive in this free trade era. Using purposive sampling, 100 small medium enterprises are involved as respondent. Descriptive statistic analysis is employed to analyze the research problem. The results indicate that 7P’s have significant effect as a SME’s strategy. The 7P’s strategies represents product, price, place, promotion, people, process, and philosophy. Meanwhile, policy and partner has no significant effect. The results of this study hold important implications for both practitioners and academics. The empirical findings from this study are expected to benefit the continued development of the garment market in Klaten. Possible implications of these results for firms’ marketing strategies and directions for future research are also discussed.
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REZNIK, Nadia, Alona PIVEN, and Alexandra VOLOSHINA. "FEATURES OF LOGISTICS SERVICE." Herald of Khmelnytskyi National University 294, no. 3 (March 2021): 304–9. http://dx.doi.org/10.31891/2307-5740-2021-293-3-50.
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The article reveals the concept, meaning and essence of logistics service, work on providing a range of services (the process of ordering, purchasing, supply and subsequent maintenance of products), quality indicators. The category “logistics system” is revealed using the morphological – semantic method and the classification features of the logistics service are generalized. The service as an important component of logistical support of the enterprise is analyzed. As a result of low level of development of logistics services in Ukraine and reduction of efficiency of logistics activity of trade enterprises the preconditions of development of logistics in trade are defined, expediency of research of changes of external environment is proved and the system of indicators reflecting a condition and dynamics of demand in the wholesale and retail market is proved. , the level of competition in the segment of trade enterprises. The expediency of considering logistics services with compliance with process-functional approaches, which allowed to define logistics activities as a set of processes for the implementation of functional tasks and management decisions, formed taking into account the goals of enterprises in the field of logistics. It is determined that the decisive tool of marketing and strategic means of improving competitive positions in the commodity market is customer service in the process of order fulfillment. It is noted that the improvement of service should take place throughout the logistics chain, harmonizing the relationship between technological components and elements of logistics systems. The purpose of this article is to analyze the essence of logistics service and the features of logistics during the product cycle.
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Solidor, Natalia, Svetlana Verytelnyk, and Heorhii Anikin. "Formation of marketing strategies of enterprises in the market of logistics services in the context of world trends." VUZF Review 6, no. 4 (December 27, 2021): 115–27. http://dx.doi.org/10.38188/2534-9228.21.4.13.
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The article considers the problems of formation of marketing strategies of enterprises in the market of logistics services in the context of global trends. It was carried out the analysis of global trends and the market of transport and logistics services of Ukraine. It was determined the contribution of the transport and logistics services sector to the economy of Ukraine. The volumes of the market of logistics services in Ukraine are analyzed and their dependence on tendencies of change of business activity in the industry, a situation in the field of foreign trade that is reflected in indicators of change of volume of the rendered transport services is introduced. It was divided the Ukrainian market of transport and logistics services into segments. It was determined the necessity of transformation of institutional support of its functioning in the direction of harmonization with European norms
Drivers of European integration for the Ukrainian logistics sector have been identified, which include the rapid development of e-commerce, the use of production technology "just in time" (JIT – just-in-time manufacturing) and migration.
The study analyzes the global trends in the development of logistics services and their impact on the principles of marketing strategies in the market of logistics services. It was substantiated the basic theoretical and methodical approaches to the formation of marketing strategies taking into account the specifics of the logistics services market. It was revealed the aspects and directions of realization of strategic development of logistics activity in the context of formation of marketing strategies in the field of logistics.
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Bajrami, Hykmete, and Vjosa Fejza. "The Role of Marketing and Business Approach on SME Development." Ekonomika 98, no. 2 (January 10, 2020): 76–84. http://dx.doi.org/10.15388/ekon.2019.2.5.
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Almost two decades after the war, Kosovo is an import-based consumption economy. Its weak export does not get any closer to imports, and this makes the country dependent on foreign assistance and remittances. The structure of the economy, with trade as a dominating undertaking, a sustenance-based agricultur,e and very limited production facilities, is a very fragile ground for economic development. Incentives to attract FDI were not competitive with neighboring countries and the country development is still lagging behind. In this respect, the lack of a proper marketing and business approach is present too. Theory and practice from developed countries show that firms that want to increase sales produce what is needed or/and wanted from costumers. In most of the market economy countries, when one wants to engage in business, the first step to start is market research; this rarely happens in Kosovo, people go in business almost ad hoc. Evidence shows that firms do neglect marketing by being mainly sales-oriented; they do produce what they think is good for the costumers and then use lots of resources to convince them that this is what they need. In general, this paper analyses the dynamics of economic development in Kosovo in post-conflict time, the government efforts to change the economic structure, its constraints with emphasis on perception of marketing and the role of consumers for SMEs in the country. In particular, the paper tries to explain why companies need to change their way of doing business; hence, it recommends the change of their business approach. The research, done with 200 small and medium enterprises (SMEs) in Kosovo, shows there are rather few firms that understand marketing and through it fight competition and strive to establish long-term relationships with their customers.