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1
Symakov, Volodymyr. "Management decisions on modernization of e-commerce enterprises as subjects of innovative entrepreneurship." Economies' Horizons, no. 1(12) (November 8, 2021): 71–79. http://dx.doi.org/10.31499/2616-5236.1(12).2020.225190.
Повний текст джерелаАнотація:
The purpose of the article is to analyse the types of management decisions on the modernization of e-commerce enterprises as subjects of innovative entrepreneurship and to explore their content. Methodology. In the study of this issue used methods of generalization, comparison and systematic method. Results. In the article the types of management decisions on the modernization of e-commerce enterprises as subjects of innovative entrepreneurship are analysed. Their content has been studied. Scientific positions are described and statistical data on the research topic are given. Practical meaning. To better understand the issues of management decisions on modernization of e-commerce enterprises as subjects of innovative entrepreneurship, the author analysed foreign sources, which allowed to understand the features of world experience that determine the need of e-commerce enterprises in Ukraine to focus on new technological solutions and modern management approaches. Prospects for further research. The author analyses the current trends of enterprise modernization and notes that conversion optimization is becoming an increasingly serious problem in today’s business environment, as companies seek to effectively customize the pages of their products and make sure that their products stand out in all areas of multi-channel marketing. This can include dynamic Facebook advertising, Google shopping advertising, or digital marketing efforts.
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Соловей, Denis Solovey, Хухрянская, and E. Khukhryanskaya. "ANALYSIS OF REQUIREMENTS TO COMPONENTS OF INFORMATION SYSTEM OF THE ENTERPRISE OF OUTDOOR ADVERTISING." Modeling of systems and processes 7, no. 3 (December 1, 2014): 36–39. http://dx.doi.org/10.12737/6677.
Повний текст джерелаАнотація:
The determining factor high efficiency outdoor advertising is the use of advanced technological methods that rely on information technology (IT). The analysis of the organizational and management structure and the current status of the use of it enterprises of outdoor advertising, different approaches to building information provision, which should include comprehensive information about the organization´s activities. In the present paper solves the problem of the formulation of requirements for the information system of the enterprise of outdoor advertising and design guidelines based on them, the architecture of such a system
3
BIELOZERTSEV, Vasyl, and Maryna MYKHALOCHKINA. "Improvement of the organization of sales cost accounting to ensure efficient sales cost management in industrial enterprise." Economics. Finances. Law, no. 11/1 (November 2019): 6–10. http://dx.doi.org/10.37634/efp.2019.11(1).1.
Повний текст джерелаАнотація:
Optimizing the efficiency of sales costs of the enterprise is a prerequisite for increasing sales and attracting new customers. Expenses for sales have need to be properly and fully accounted for, otherwise it may lead to incorrect determination of the amount of expenses, the object of taxation, as well as the financial result. Improving the organizational aspects of sales costs accounting of the industrial enterprises is an effective tool for improving their efficiency management. The purpose of the article is to outline ways to increase the cost of sales information to ensure that they are properly monitored. The proposed classification of sales costs and accounting accounts for industrial enterprises, will greatly simplify the organization of synthetic and analytical accounting. Besides this, it will strengthen the control of incurred costs and increase the informativeness of the analysis of sales costs, and also does not contradict the requirements of the legislation. Product advertising is of the most popular measure to promote sales and inform potential buyers about the properties of a product, so managers are advised to use the Marketing and Advertising Cost Control Sheet, which indicates the budgeted and the fact costs, the magnitude of cost variance, the reasons for such deviations, and the measures taken to correct the deviations. Among domestic industrial enterprises, the most popular demand is advertising products through the Internet. One way to improve sales cost management is to use the various Google Analytics and Bitrix24 that automatically calculate the metrics which managers need, such as: ROMI (Return on marketing investment), CPC (Cost per Action), CPA (Cost per Action), Return On Ad Spend (ROAS), etc. The article discusses the benefits of features that help sales managers compare the potential effect of investing in advertising in individual media or individual advertising companies.
4
Lazorenko, Valeriia, Liudmyla Saher, and Adam Jasnikowski. "Web management as a marketing management determinant: case for pharmaceutical enterprises." Health Economics and Management Review 2, no. 2 (2021): 105–14. http://dx.doi.org/10.21272/hem.2021.2-10.
Повний текст джерелаАнотація:
Nowadays, the online business is fast-growing since it is convenient, more profitable, and less energy-consuming. The changing consumers’ needs force companies and organizations to adjust and modernize their marketing strategies. The authors emphasized that Internet advertising channels would overcome the traditional ones. Therefore, it is relevant to consider the latest trends in e-commerce to provide effective advertising campaigns. This study aims to conduct the competitive analysis of Ukrainian veterinary enterprises’ websites as one of the key marketing management determinants. The study object are the most prominent Ukrainian veterinary enterprises. The methodological basis for this paper includes trend, bibliometric, and comparative content analysis. The trend analysis results showed a constant interest in web management worldwide. In turn, there are significant fluctuations over the previous five years in Ukraine. The findings indicated that search requests for «pharmaceutics» worldwide are gradually increasing, while there is not enough statistic data in Ukraine. The bibliometric analysis for Scopus publications addressed the marketing management in the pharmaceutical were visualized by 4 clusters. The first cluster covers marketing, management, and risk issues; the second – pharmaceutical industry, the third – economy; and the fourth – quality control. The findings showed that veterinary medicine was mostly associated with drug efficacy, management, investment, management, risk, organization and management, patents, and quality control. This issue has been most actively studied by scientists from the United States, Britain, Germany, India, and Italy. This study provided the comparative analysis of veterinary enterprises web sites based on the main indicators as follows: usability, site structure, site indexation, number of external pages, overall traffic, behavioral factors (bounce rate, pages per visit, time on site), traffic sources (direct, referrals, SEO, SMM, e-mail, and display advertising), and adaptability to the mobile versions. The obtained results showed that all Ukrainian biological vaccines manufacturers for animals were represented on the Internet. In turn, as of September 2020, Biotestlab most effectively used the Internet to promote products. In second place is the Sumy Biological Factory, and then – Kherson Biological Factory.
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Romanova, Lidia, and Valentina Zolotarova. "Current situation and trends of enterprise developments in Ukraine’s advertising market." Problems of Innovation and Investment Development, no. 21 (December 27, 2019): 135–49. http://dx.doi.org/10.33813//2224-1213.21.2019.14.
Повний текст джерелаАнотація:
The purpose of the article is to analyze and evaluate the current state of the domestic market of advertising services, tendencies of development of enterprises of the advertising sphere of Ukraine. Methodology. The domestic market for advertising services is quite young because it has actually started its active history since Ukraine gained independence, which has caused some peculiarities of its development and formation. As a result, the development of the market and its representatives has been undulating, yet at a rather dynamic pace compared to the advertising markets of other countries that have already had many years of experience and history of operation – during 1991-1993 more than 1000 different advertising campaigns were created in Ukraine. companies, including more than 400 companies have been created in the media. We should also take into account global trends, especially globalization, the development of information technology and the Internet, which are also influenced by the domestic advertising market, which in general have caused dramatic changes in the principles of activity of the entire existing advertising industry. In the course of the research were used: general scientific methods, in particular: systematic approach – to summarize data of the advertising sphere as a whole set of elements in a set of relations and relations between them; methods of systematization and forecasting – to determine the general tendencies of development of advertising sphere of Ukraine and enterprises of advertising sphere of Ukraine. The general tendencies of development of advertising sphere of Ukraine and enterprises of advertising sphere of Ukraine are substantiated. The main reasons that have had an impact and will have an impact on the activity of domestic advertising companies in the future are identified. The scientific novelty is to identify the main tendencies in the development of the advertising sphere of Ukraine and domestic enterprises of the advertising sphere, as well as the factors that influenced and influence their activity. The results of the study are aimed at ensuring the quality management of the activities of advertising companies and ensuring a high level of their competitiveness. They can be used to refine and / or revise strategic plans for development and activities, management principles of advertising businesses.
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Romanova, Lidia, and Valentina Zolotarova. "Current situation and trends of enterprise developments in Ukraine’s advertising market." Problems of Innovation and Investment Development, no. 21 (December 27, 2019): 135–49. http://dx.doi.org/10.33813/2224-1213.21.2019.14.
Повний текст джерелаАнотація:
The purpose of the article is to analyze and evaluate the current state of the domestic market of advertising services, tendencies of development of enterprises of the advertising sphere of Ukraine. Methodology. The domestic market for advertising services is quite young because it has actually started its active history since Ukraine gained independence, which has caused some peculiarities of its development and formation. As a result, the development of the market and its representatives has been undulating, yet at a rather dynamic pace compared to the advertising markets of other countries that have already had many years of experience and history of operation – during 1991-1993 more than 1000 different advertising campaigns were created in Ukraine. companies, including more than 400 companies have been created in the media. We should also take into account global trends, especially globalization, the development of information technology and the Internet, which are also influenced by the domestic advertising market, which in general have caused dramatic changes in the principles of activity of the entire existing advertising industry.In the course of the research were used: general scientific methods, in particular: systematic approach – to summarize data of the advertising sphere as a whole set of elements in a set of relations and relations between them; methods of systematization and forecasting – to determine the general tendencies of development of advertising sphere of Ukraine and enterprises of advertising sphere of Ukraine.The general tendencies of development of advertising sphere of Ukraine and enterprises of advertising sphere of Ukraine are substantiated. The main reasons that have had an impact and will have an impact on the activity of domestic advertising companies in the future are identified. The scientific novelty is to identify the main tendencies in the development of the dvertising sphere of Ukraine and domestic enterprises of the advertising sphere, as well as the factors that influenced and influence their activity.The results of the study are aimed at ensuring the quality management of the activities of advertising companies and ensuring a high level of their competitiveness. They can be used to refine and / or revise strategic plans for development and activities, management principles of advertising businesses.
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ZABURMEKHA, Yevgena, O. HAIDUK, and Artem MYKHAILOV. "DIGITAL-MARKETING TOOLS IN AGRICULTURAL ENTERPRISES." Herald of Khmelnytskyi National University 302, no. 1 (January 2022): 82–87. http://dx.doi.org/10.31891/2307-5740-2022-302-1-14.
Повний текст джерелаАнотація:
Traditionally, most people are accustomed to consider the most effective way of advertising: advertising in print media and television, underestimating Internet advertising. Today it is becoming increasingly important to change views on product promotion on the Internet. Most small, medium and large business owners looking for options to promote goods or services turn to digital marketing tools. The Internet has made and continues to have a significant impact on the formation and development of the global information society. With the development of the Internet, approaches to business management and communication policy are changing as one of its components. The number of audiences on the Internet already exceeds a significant number of traditional media, so when forming a communication strategy, it is necessary to assess: whether Internet users are part of the target audience, how easy it is to reach it via the Internet. The theoretical aspects of the features and current trends in the development of the digital marketing system are examined in the robot. Analytical follow-up of the activity of Ltd “Biosad” was carried out. Approved methods and methods of molding and pushing products under the support of digital marketing tools. Intensive development of electronic communications is a powerful tool for selling goods and services, as well as a means of active economic and technological improvement, development of Internet sites and defines the face of the modern domestic Internet. The Internet audience is significant and is characterized by the ability to attract the attention of the target audience. A test advertising campaign was conducted on the social network Facebook, after which a decision was made to retarget. As the advertising traffic was conducted through the account, the audience of those who interacted with the company’s account during the last month was gathered.
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Jenkins, John R. G. "THE ADVERTISING MANAGEMENT PRACTICES OF SMALL RETAIL ENTERPRISES: SOME ONTARIO FINDINGS." Journal of Small Business & Entrepreneurship 6, no. 2 (January 1989): 38–49. http://dx.doi.org/10.1080/08276331.1989.10600328.
Повний текст джерела
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Rybakova, Svitlana S., Denys A. Myronov, and Nataliya V. Rogova. "Areas for Improvement of the Hotel Management Efficiency in Ukraine through the Implementation of Communication Policy." Scientific Bulletin of Mukachevo State University Series “Economics” 7, no. 2 (December 28, 2020): 117–25. http://dx.doi.org/10.52566/msu-econ.7(2).2020.117-125.
Повний текст джерелаАнотація:
The study investigates the essence of the communication policy of the hotel industry, the specific features of the use of advertising and ways to increase its efficiency in modern conditions. The purpose of the study is to consider ways to improve the management of the hotel industry in Ukraine. The research methodology is based on such general scientific research methods as analysis and synthesis, systematisation, and generalisation. The main goals of enterprise management through communication policy are defined, which include improvement of consumer relations between consumers during the process of information exchange; ensuring effective exchange between subjects and objects of management; creation of information flows for the exchange of information between individual employees, groups of its coordination of their tasks and actions; regulation and rationalisation of information flows. The study substantiated that the communication aspects of the functioning of the hotel enterprises are insufficiently adapted for the management of the enterprise. The concept of “communication policy” was considered, as well as the structure of advertising and communication tools to promote hotel services. The study presents the goals of the communication policy of effective management of the hotel industry of Ukraine, as well as analyses the electronic pages of a number of hotel enterprises of Ukraine. This study can be used to research and improve the management system in the hotel industry. The results of the study can be used by scientists for further research, as well as managers working in the hotel business in order to improve the work process and increase the level of their knowledge
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Odrekhivskyі, M., U. Kohut, and D. Zhyla. "MARKETING-LOGISTICS-ORIENTED MANAGEMENT OF ECOLOGICAL INNOVATIVE ENTERPRISES." Journal of Lviv Polytechnic National University. Series of Economics and Management Issues 5, no. 1 (June 1, 2021): 170–86. http://dx.doi.org/10.23939/semi2021.01.170.
Повний текст джерелаАнотація:
Purpose. The study aims to develop a scientific and methodological approach of organizing a marketing-logistics-oriented management system for ecological, innovative enterprises (EIE) to ensure effective implementation and use of environmental innovations for the greening of material flows at the enterprise. Design/methodology/approach. The obtained scientific results are based on using a systematic approach, logical analysis, and synthesis to develop literature sources to determine methods to solving the problem of marketing-logistics-oriented management of the EIE. On the study of literary sources, the core and advantages of marketing and logistics management from the standpoint of the enterprise's efficiency and the functioning of marketing and logistics activities were identified. Also, domestic and foreign authors’ views about the interaction of marketing as a concept of management that is oriented on the market and logistics as a flow-oriented management were studied. This creates opportunities to increase commodity and information utility and value of goods. Findings. To confirm the article’s hypothesis, the scientific and systematic approach to the organization of the system “suppliers – ecologically innovative enterprise – marketing – consumers” for ecological optimization of material flows at the enterprise was offered. In particular, the research provides the use of matrix organizational management structure in organizing the activities of logistics and marketing services. In this case, such matrix structure ensures a rapid response of both systems to complex problems in supply and marketing and, at the same time, allows you to avoid duplication of functions of services and preserve cost-effective management of them. Originality/value. The necessity of transition from price competition for environmental goods and services to match for certain advertising activities aimed at stimulating ecological processes and a healthy lifestyle causes the formation of a marketing information system in an environmentally innovative enterprise. This system is intended to collect, accumulate, transmit, process, and analyze the information necessary for use by the marketing service to upgrade the planning and forecasting of marketing activities, improve demand for goods and services, and monitor the implementation of marketing activities. For effective marketing management of the EIE, it is necessary to monitor the environment’s condition based on marketing research constantly, always using modern marketing information systems and the latest information technologies. The purpose of the logistics system of an ecological, innovative enterprise is to ensure the availability of the necessary environmentally innovative products, goods, and services in the required quantity and range, of the specified quality, in the right place and at the right time. The functions of the logistics system of innovative ecological enterprises are determined to endow their viable work. The suggested scientific and methodological approach to marketing-logistics-oriented management of the EIE is based on constructing an optimal model of the EIE logistics system and the appropriate method of marketing information. Such attitude can be widely used in the design, creation, development, and research of EIE, regional, and national environmental innovation systems. It is directed at optimizing the movement of material flows on the system “suppliers – EIE – marketing – consumers” and managing these flows. Practical implications. A conceptual model of interaction of the marketing information system with the external environment for the rationalization of marketing activities and management processes of the EIE is constructed. The logistics system of ecological, innovative enterprises, which was formed in this paper, will improve the implementation processes of environmental innovations in the design “supplier – consumer” to green the enterprise and the region’s activities effectively.
11
Nowacki, Robert. "Global or Adapted Advertising? Consumer Evaluation of Advertising Activity of Foreign Enterprises on the Polish Market." Contemporary Economics 15, no. 4 (December 2021): 415–28. http://dx.doi.org/10.5709/ce.1897-9254.457.
Повний текст джерелаАнотація:
Intensification of globalization processes in the contemporary world entails consequences for all areas of socio-economic life. The latter concerns also advertising, which is particularly sensitive to the developments occurring in the global environment. Expansion into foreign markets presents enterprises with the dilemma of how to advertise their products and services. The specific question which appears in this context is whether to use standardized or adapted advertising. The attitude of the audience on the target market is of key importance. The present article also focuses on the impact of globalization on the recipients’ perception of the advertising activity of foreign companies operating in the Polish market. Assessment of the degree of acceptance of foreign enterprises’ standardized advertising activities on the Polish market, their attractiveness and impact on competitiveness, from the perspective of Polish consumers. The basis for the study are the findings of a survey conducted in 2019 and 2020 on a sample of Polish consumers aged 15+ selected using the quota method. The subject of the research were opinions on advertising activities used on the Polish market by foreign companies, taking into account the differentiation into global and adapted advertising. The respondents assessed the level of attractiveness and acceptance of activities related to advertising standardization procedures. The results of the research indicate that Polish consumers perceive the globalization of advertising and have mixed feelings about it. On the one hand, they appreciate the attractiveness of standardized advertisements, on the other, they assess their effectiveness as worse. However, the respondents also point out that they have a positive impact on the competitiveness of foreign companies. The perception of standardized advertising is generally not dependent on demographic characteristics. There is only a slight direct effect of age on the perception of attractiveness and effectiveness of standardized and adapted advertising.
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TOMALIA, Tatiana. "FEATURES OF USING SMM FOR EFFECTIVE MANAGEMENT OF RESTAURANT BUSINESS ENTERPRISES." HERALD OF KHMELNYTSKYI NATIONAL UNIVERSITY 300, no. 6 Part 2 (December 2021): 16–19. http://dx.doi.org/10.31891/2307-5740-2021-300-6/2-2.
Повний текст джерелаАнотація:
The article highlights the problem of using social networks, which is due to the active development of marketing, both worldwide and in Ukraine. Competition in the global market is intensifying, and therefore companies need to spend more money to promote their product so that it is not lost among many others. At the same time, the pandemic caused by Covid-19 has reduced marketing budgets. However, there is a growing need to find cost-effective and efficient ways to communicate with consumers. Businesses are encouraged to pay special attention to Internet marketing tools that promote the restaurant product, the restaurant business itself, and its brand through using social media, the content of which is created or updated through the efforts of owners and visitors, namely social media marketing. Competition is also intensifying, so only those companies that know and understand their consumers and competitors well, pursue effective communication policies, will succeed in the market. The shift of interests from mass to targeted marketing, as well as the dynamic development of communication channels and promotion tools have set new challenges for marketers. The article examines the existing methods of SMM promotion for use in the restaurant business, among which were targeted advertising, SEO promotion, interaction with users, competitions, advertising in communities. The main tasks of SMM, its advantages/disadvantages were highlighted. The main attention was paid to the method of evaluating the effectiveness of promotion and communication effectiveness of SMM for restaurant businesses. Several measures for the effective implementation of SMM in restaurants are proposed.
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Cucculelli, Marco, Cristina Bettinelli, and Angelo Renoldi. "How small-medium enterprises leverage intangibles during recessions. Evidence from the Italian clothing industry." Management Decision 52, no. 8 (September 9, 2014): 1491–515. http://dx.doi.org/10.1108/md-01-2014-0034.
Повний текст джерелаАнотація:
Purpose – The purpose of this paper is to focus on how investments in research and development (R&D) and advertising affect the performance of small- and medium-sized enterprises (SMEs) during recessions. Design/methodology/approach – Contingency theory is applied to a data set of 376 Italian clothing SMEs during the period 2000-2010 to test whether investment in R&D and advertising impacts financial performance differently when contingent factors (such as market share, financial leverage and business model change) are taken into account. Findings – Empirical results confirm that market share and leverage moderate the effects of investments in R&D and advertising (i.e. intangibles) on performance, and also that changes in business models are an important contingent factor that explains performance. Specifically, the paper ascertains that a novelty-centered business model, together with investments in intangibles, positively affects performance during recessions. Originality/value – This study offers an input to the debate on how SMEs develop and sustain their competitive advantage during the recession. It contributes to existent theory by showing whether and how contingencies, such as a firm's market share and leverage, moderate the relationship between performance and investments in R&D and advertising in SMEs. Second, it addresses the call for additional data “about the strategic effects of business models and how they influence the positioning of firms in their competitive environment” (Amit and Zott, 2008, p. 20) by introducing business model change/innovation as a new contingency factor and by empirically testing its effects on “objective measures of firm performance” (Bock et al., 2012, p. 301).
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Brajdić, Igor. "THE SPECIAL FEATURES OF DECISION-MAKING IN ADVERTISING IN CONTINENTAL TOURISM." Tourism and hospitality management 9, no. 1 (2003): 27–34. http://dx.doi.org/10.20867/thm.9.1.3.
Повний текст джерелаАнотація:
One of the primary functions of a tourist enterprise is advertising, as a component of the broader marketing function. Each function has its specific traits which are manifested in the various processes of the enterprise, one of the more important being decision-making. It is assumed that in continental tourism, due to its predominant orientation in providing more food and beverage services and less hotel services, special features in decision-making can be found within the advertising function. The empirical study carried out in part of continental tourism involving the region of the Croatia Zagorje was aimed at a range of typical characteristics of decision-making such as types of decisions, the methods of decision-making, the outcome of alternatives, the monitoring of effects and the measures of improving decision-making. Regarding types of decisions, the majority of managers and executives feel that, to a very large extent, satisfactory decisions are being taken, as well as routine decisions, which are in accordance with the predominant orientation of providing the fundamental catering services. Due to a general orientation towards group decision-making, it follows that, when choosing advertising media, the management structure contacts the executive personnel only randomly. From the latter group of questions, it can be concluded that in the enterprises surveyed anything that has to do with science is applied to the least possible measure.
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KRAMAR, Oleh. "Theoretical principles of personnel management construction enterprises." Economics. Finances. Law, no. 2/2 (February 28, 2020): 11–14. http://dx.doi.org/10.37634/efp.2020.2(2).2.
Повний текст джерелаАнотація:
Human Resources Management (HRM), managing work and people to achieve their desired goals, is a fundamental activity of any enterprise or organization that employs people. HRM is the basis for their creation and development. There are a number of different HRM styles, ideologies, forms, and methods, but there are no universal models that can improve performance for each enterprise or enhance their relative effectiveness in specific strategic areas, such as the introduction of new production technologies, the use of advertising campaigns. or the purchase of real estate. However, it is impossible to question the necessity of the personnel management process itself, that is, rational attempts to organize work and manage people. The purpose of the paper is to outline the theoretical foundations of personnel management of construction enterprises. Over the last twenty years, the relationship between HRM and strategic management studies has deepened, significantly widening the socio-economic range and possible cause and effect. Getting acquainted with the scientific works of the founders on this subject allows us to distinguish three main areas: 1. Micro HRM - covers the subheadings of HR policies and practices that can be grouped into two main categories. 2. Strategic HRM deals with systemic issues and issues that have serious implications for the enterprise. 3. International HRM - less involved in the context of strategic human resource management, focused on HR management in multinational companies. In the construction field, the HRM is mainly focused on the adequate provision of projects with human resources with relevant experience, professional characteristics and the right skillsets for their successful implementation. Personnel managers should have the ability to identify and document project roles and responsibilities, developing planning with a detailed description of the intermediate processes required to complete the project (or projects) and identify its human resource needs. Construction, due to its specificity and versatility, is one of the most difficult areas for managing people. The operational realities faced by construction companies confirm the risks associated with the close relationship between employee needs and performance issues.
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PFEIFER, Sanja, Marina STANIĆ, and Sunčica OBERMAN PETERKA. "THE MICRO- AND SMALL ENTERPRISES IN CREATIVE PROFESSIONAL SERVICES: A BUSINESS MODEL PERSPECTIVE." Creativity Studies 11, no. 1 (April 20, 2018): 102–15. http://dx.doi.org/10.3846/cs.2018.543.
Повний текст джерелаАнотація:
Advertising, architecture and design are perceived as an important subset of the creative industries and as having an increasing role in innovations and competitiveness of economies. However, issues such as identifying the underlying business model (BM) of the micro- and small enterprises in these industries, the manner in which BMs evolve or the degree to which their evolution is innovative remains unresolved. In the context of creative professional services (CPSs), an analysis of the six case studies involving microenterprises indicates a heterogeneity in designing BMs. Talented professionals, sophisticated management of human resources and creativity processes as well as trustworthy partners are considered generic components of value creation, whereas personalized relationships with customers are a generic component of value delivery in advertising, architecture and design. In addition, the findings indicate that microenterprises in advertising, architecture and design have a capacity to differentiate themselves from the rest of the competition through creation of complex and radical changes in their BMs.
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Lutsenko, Oleksandra, and Kateryna Tsymbaliuk. "ANALYSIS OF THE USE OF PROJECT MANAGEMENT TOOLS BY UKRAINIAN COMPANIES." HERALD OF KHMELNYTSKYI NATIONAL UNIVERSITY 300, no. 6 (December 3, 2021): 288–93. http://dx.doi.org/10.31891/2307-5740-2021-300-6-44.
Повний текст джерелаАнотація:
The article defines the essence of Internet advertising, analyzes the current state and volume of Internet advertising in comparison with other types of media advertising; the essence and types of Internet promotion, application of Internet promotion tools are considered and their comparison is made. The main indicators of the Internet advertising market in Ukraine are analyzed and the most popular types of online advertising are identified. The main tasks of Internet advertising as an important tool of marketing strategy for any activity are revealed. The classification of advertising on the Internet has been improved, the main types are grouped according to eleven selected features. The essence of each type of advertising is revealed, the theoretical understanding of which will allow the advertiser to make an effective decision on the appropriateness of advertising tools, settings, minimize risks in promotion, rational use of advertising budget, increase performance after the show. Also, a comparative assessment and features of the most popular types of advertising, revealed the advantages and disadvantages of Internet advertising in order to improve its theoretical analysis. The article discusses the theoretical foundations of Internet marketing, analyzes the use of Internet marketing tools, investigates the introduction of innovative Internet marketing trends in the activities of modern enterprises. Internet marketing tools have been reviewed and characterized, such as: SEO-optimization, ie search engine promotion; E-mail; advertising on social networks (SMM); contextual advertising, one of the most popular advertising methods on the Internet; banner advertising, graphic image is located on the website page Publisher; traffic arbitrage, purchase by a webmaster of traffic at a certain price for resale on better terms. The main trends that dominate the field of Internet marketing are identified and analyzed, namely: dynamic activation of mobile marketing, active use of web analytics, advertising in video format, influencer marketing (a strategy that requires special people to reach the desired audience), Email marketing, content marketing, Instagram promotion, chatbots and messengers, the transition from individualism to collaborative creativity. It is concluded that Internet technologies are changing the way companies interact with their employees, partners, competitors and suppliers, and Internet marketing is evolving with incredible speed, and only those who are able to change and adapt to new business conditions are catching up with new trends, think of a quality marketing strategy.
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Beqiri, Gonxhe, and Kreshnik Bello. "The Effect of Social Media Marketing Compared to Traditional Marketing on Sales: A Study of Enterprises in Kosovo." WSEAS TRANSACTIONS ON BUSINESS AND ECONOMICS 18 (February 1, 2021): 402–10. http://dx.doi.org/10.37394/23207.2021.18.41.
Повний текст джерелаАнотація:
The aim of this paper is to analyse whether there is an impact of some key marketing components, in particular the advertising, promotion, public relations, campaigns, and consumer services on enterprise sales, before and after applying social media tools and techniques. The methodology used in this paper is based on statistical primary data analysis procedure. The data was gathered through structured questionnaires, conducted mainly in marketing department with key marketing management representatives, in 120 enterprises in Kosovo. The sampling was based on the deliberating techniques. In order to test the main hypothesis of the research, whether there was a specific change in the sales of the enterprise, before and after applying social media marketing tools and techniques, a variance coefficient analysis was performed using in specific paired sample t-test analysis through SPSS. The data shows that in all cases, the results of the paired sample t-test were statistically significant. Moreover, there was a significant average difference between each paired group. In all cases, the means of the groups paired through this research from advertising, promotion, public relations, campaigns, consumer services, the sales were higher in social media contest compared to traditional contest.
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Chaplinskyі, Yuriy, and Olena Bozulenko. "ADVERTISING SUPPORT FOR LOYALTY IMPLEMENTATION." BULLETIN OF CHERNIVTSI INSTITUTE OF TRADE AND ECONOMICS III, no. 83 (September 29, 2021): 68–79. http://dx.doi.org/10.34025/2310-8185-2021-3.83.05.
Повний текст джерелаАнотація:
The loyalty program is an important element of the marketing communication activities of the enterprise, so its implementation should be based on the concept of integrated marketing communications. Integrated marketing communications is a concept of marketing communications planning, related to the need to assess the strategic role of individual areas and find the optimal combination to ensure clarity, consistency and maximize the impact of communication programs through seamless integration of all individual appeals. That is, the loyalty program must be integrated with other elements of the marketing communications system. Combining a loyalty program with elements of advertising, public relations, sales promotion, direct marketing and synthetic marketing communications allows to combine and enhance the benefits of each marketing tool and maximize the effectiveness of the loyalty program to increase business competitiveness. In addition, it should be noted that in the scientific literature insufficient attention is paid to communication (in particular, advertising) support for loyalty programs, which determines the relevance of the research topic. The advertising campaign within the loyalty program is aimed at attracting new customers, forming an active target audience, increasing profits. Stages of loyalty program advertising support should include: determining the purpose of the loyalty program advertising campaign; identification of the target audience; determining the subject of advertising, focus on a specific loyalty program. Decisions on the choice of dissemination means for advertising information in the loyalty program support are made taking into account the characteristics of each of these means as well as a detailed analysis of their advantages and disadvantages. The effectiveness of the loyalty program advertising campaign is determined by its content and components. The introduction of tools for advertising support of the loyalty program by enterprises will maximize its effectiveness, which in the future will bring to a new level of quality management of marketing activities in general, and marketing communications in particular.
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Ye, Shao Qin. "A Research on the Enterprises Information Management Based on E-Commerce." Applied Mechanics and Materials 389 (August 2013): 995–1002. http://dx.doi.org/10.4028/www.scientific.net/amm.389.995.
Повний текст джерелаАнотація:
The so-called e-commerce refers to the ESD (Electronic System of Distribution) which can be achieved in the areas of enterprises through the modern network and information technology, including the issuance and exchange basic information of the network, enterprises promotion, pre-market advertising, after-sales service and electronic distribution by electronic means, as well as, internal process and the electronic management information system applications of enterprises. In order to accommodate the complex network data of large scale companies, this thesis analyses PMI, strategy and role hierarchical model. On such a basis, the thesis proposes an applicable plan for access control of enterprises information system based on attribute certificate. These new entrants are often backed by advanced technology companies and competitive organizations with funds from Chinese and foreign conglomerates. Therefore, the applications of e-commerce in the field have brought about the information of business operations and internal management, which can provide consumers with a higher quality of services. In this paper, the enterprises information management and organization will be discussed in the e-commerce. Currently the technology of information and network develops rapidly. As a result, e-commerce, e-government and e-office prevail over our society and have become a part of our life. This situation enhances the efficiency of work and changes for the enterprises information management in China.
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Midgett, Chelsea, Cynthia S. Deale, Alleah Crawford, Melvin Weber, and Joshua Bendickson. "A cross-case analysis of barriers to sustainability in small tourism accommodation enterprises in Dare County, North Carolina." Tourism and Hospitality Research 20, no. 2 (February 21, 2019): 144–56. http://dx.doi.org/10.1177/1467358419831425.
Повний текст джерелаАнотація:
Sustainability, focusing on economic, environmental, and social dimensions, is important to many organizations, especially hospitality and tourism organizations. Yet, for several reasons these organizations may not incorporate sustainable practices. This study expands sustainability knowledge, advertising, education, and barriers. To address these topics, 20 small tourism accommodation enterprise owner/operators were interviewed. A cross-case analysis, using quantitative and qualitative data, comprised the unique methodology of the study. Findings indicated that the majority of small tourism accommodation enterprises had low levels/degrees of understanding about sustainable practices. It is also reasonable to conclude that there was a lack of incorporating sustainability in small tourism accommodation enterprises due to four barriers which included owner/operator’s knowledge, costs, a lack of awareness regarding outside forces, and availability due to location. Implications for the hospitality and tourism industry are discussed.
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Cheng, Huijin, and Hao Ding. "Incentive Decision for Supply Chain with Corporate Social Responsibility and Lag Effect." Sustainability 12, no. 7 (March 25, 2020): 2608. http://dx.doi.org/10.3390/su12072608.
Повний текст джерелаАнотація:
With the deepening of economic globalization and international division of labor, enterprises gradually turn to supply chain management methods that aiming at win-win cooperation. An enterprise’s corporate social responsibility (CSR) behaviors will affect the interests of other enterprises in the supply chain through transmission, diffusion, amplification, feedback, etc. Therefore, scholars are currently focusing on helping supply chain enterprises to take social responsibility. This paper takes a two-echelon supply chain as an example, which is composed of one manufacturer and one retailer. Considering the influence of lag effect on the performance level of corporate social responsibility, we discuss the optimal strategy of corporate social responsibility in supply chain under centralized and decentralized decision-making. Three incentive models are proposed to improve the implementation effect of decentralized supply chain decision. Study finds that, in real life, decentralized supply chain is more in line with the decision-making mode of supply chain participants, even though centralized decision-making has better operation effect. Under certain circumstances, the mixed contract, which is composed of advertising cooperation, cost sharing and revenue sharing, could lead to supply chain coordination. As an external stakeholder, the government’s subsidy plays a positive role in promoting the fulfillment of corporate social responsibility. Multi-subsidy performs better than single-subsidy. Although the time lag promotes the manufacturer’s social responsibility efforts and the retailer’s advertising, it somehow compromises overall profit of the supply chain. Therefore, manufacturers should try to reduce the lag effect to maintain the overall profitability of the supply chain.
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LIUDMYLA, DYBCHUK, YULIIA HOLOVCHUK, and GALYNA PCHELIANSKA. "CLASSIFICATION OF ADVERTISING AND ITS PRACTICAL SIGNIFICANCE IN INCREASING EFFICIENCY OF THE MANAGEMENT OF CONSUMERS BEHAVIOR." HERALD OF KHMELNYTSKYI NATIONAL UNIVERSITY 300, no. 6 Part 2 (December 2021): 204–10. http://dx.doi.org/10.31891/2307-5740-2021-300-6/2-33.
Повний текст джерелаАнотація:
In the context of economic transformation, there has been great interest in the problems of managing consumer behavior through advertising. The article considers the essence of advertising in terms of development of social and economic space, which is aimed at improving the sphere of business and information activities, as well as the protection of social values. The classification of advertising by target audience, coverage area, means of transmission, functions and goals is proposed, as these criteria allow to some extent to cover and outline the impact of advertising on society as a whole, its sphere of activity and each of its representatives individually. There are eight basic types of advertising, each of which has its own specifics and can be used depending on the goals of the business structure. It is noted that the effective factors that have proven their effectiveness in the system of means of influencing consumer behavior are advertising. The authors pay special attention to the fact that a significant advantage and information resource of the enterprise is effective advertising. It is also noted that the main engine of sales today is the Internet, namely – advertising on the Internet (a form of impersonal presentation of information about goods or services on the Internet). The purposes and types of Internet advertising are described. It is determined that the advertising campaign is one of the tools of the strategic plan of the enterprise, as a result of which the use of advertising in the management of all activities of the enterprise is an important and integral part of the enterprise management system as a whole. Methods and ways of planning an advertising campaign are described. It is noted that the effectiveness of advertising or advertising campaign in general is characterized by the ratio of results (effect) of a particular advertising campaign and the cost of its implementation. Criteria for the effectiveness of advertising will be considered its objectivity and specificity, truthfulness and ethics, the availability of the necessary information, the correctness of the evidence presented in favor of the object, as well as the direction of the addressee.
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Ostrianyn, Serhii, and Oleksandr Yakovenko. "PRACTICAL REALIZATIONS OF A GENERALIZED ADVERTISING CYBERNETIC MODEL." Three Seas Economic Journal 2, no. 3 (September 30, 2021): 78–86. http://dx.doi.org/10.30525/2661-5150/2021-3-11.
Повний текст джерелаАнотація:
Nowadays, a big number of various math models of advertising exists, however all of them describe only specific effects of advertising influence, thus, considering most modern advertising campaign utilize multiple ad channels for different purposes and are highly integrated, systematic and complex in its structure, math modelling of such campaigns remains a challenge for practitioners. As for today, there is no such framework that would be flexible and effective enough in solving tasks of advertising campaigns management. Hence, a framework of generalized advertising modelling and illustrations of its practical realizations for particular real cases would be a valuable addition to the research of the topic as well as a useful manual for practitioners. An objective of the current article is to illustrate various cases of generalized advertising model realizations, explain framework and algorithm of building model’s realizations for particular integrated marketing campaigns and show economic effects of proposed approach on an example of a real enterprise. Proposed framework is especially focused on modelling sequential and structured customer journeys and utilizing its systematic effects which become a modern standard of advertising activities among the enterprises. Article also includes considerations of modelling modern marketing tools such as WOMM and its integration into advertising campaigns utilizing more conventional tools which is illustrated for a first time in research literature on the topic. Proposed model supports taking into account indirect advertising tools which are not resulting in purchase directly, however, build awareness or move customers towards a purchase within a customer journey in any other way. Present research uses such methods as synthesis, generalization, case study and a real-field experiment. Results of this research can be useful for marketing practitioners as a guidance for building math models of bespoke advertising campaigns. Provided guide also shows how to turn built model into an optimization one and use it as a support for budgeting decision making process. Cases of practical application of proposed guide show improvement of profitability of advertising campaign ranging between 3.6% and 30% percent depending on market peculiarities.
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Seo, Hyeon Sik, and YoungJun Kim. "INTANGIBLE ASSETS INVESTMENT AND FIRMS’ PERFORMANCE: EVIDENCE FROM SMALL AND MEDIUM-SIZED ENTERPRISES IN KOREA." Journal of Business Economics and Management 21, no. 2 (March 3, 2020): 421–45. http://dx.doi.org/10.3846/jbem.2020.12022.
Повний текст джерелаАнотація:
While many studies have examined the relationship between investment in intangibles assets and performance in large corporations, current research is lacking in regard to intangible investments in small and medium enterprises (SMEs). This study looks at SMEs in which intangible investments would usually be minor because they tend to consider intangible investment as an inefficient cost and concentrate on investments in tangible assets. This paper aims to contribute to the current literature and suggests that investment in the intangible assets of (human capital, advertising, R&D) is essential for SMEs pursuing superior firm performance. Actual data collected from 173 SMEs in Korea were analyzed employing hierarchical regression methodology. Results indicate that all three intangible resources have a positive effect on a firm’s profitability and value. Interestingly, this research finds that investment in advertising has the most influential impact on a firm’s profitability and value. This study has implications for SMEs in achieving their profitability and value. The results in this study highlight that intangible investment is not a waste of money for SMEs, and that business managers could strategically utilize these three key contributors (human capital, advertising, R&D) and adopt investment in intangible assets to accomplish their managerial goals.
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MOSKVYAK, Yaroslava. "MANAGEMENT OF MARKETING ACTIVITIES OF THE HOTEL AND RESTAURANT BUSINESS ENTERPRISE." Herald of Khmelnytskyi National University 302, no. 1 (January 2022): 137–41. http://dx.doi.org/10.31891/2307-5740-2022-302-1-23.
Повний текст джерелаАнотація:
In the article the analysis concerning necessity of use of marketing in activity of a hotel – restaurant complex is carried out, the maintenance of marketing in system of management of the hotel enterprise is investigated. The main trends in the development of the hotel industry in Ukraine are substantiated. The main factors influencing the process of forming the hotel business in the country and determining the main directions for the development and improvement of the efficiency of the hotel and restaurant industry with the use of communications are studied. It is determined that the approach to marketing communications as an object of management implies the need to pay considerable attention to the organization of communication activities, intensification of advertising and information work both at the enterprise and with other actors in the tourism market. It is determined that to create such a management shell, allows to increase communication at the national integrated and corporate level. In the marketing system, enterprise awareness is important because any marketing activity is based on knowledge of the specific situation in the market. The organization of marketing activities should be based on the information system. The scheme of planning of marketing activity of the enterprise is resulted. The basic approaches according to which the enterprises carry out the marketing activity are defined.
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Belikova, Olena, Inna Fomichenko, Victoriia Shashko, and Yuliia Nikolaieva. "Trends in Digital Marketing as an Innovative Tool for Enterprise Management." Herald of the Economic Sciences of Ukraine, no. 2(39) (2020): 133–38. http://dx.doi.org/10.37405/1729-7206.2020.2(39).133-138.
Повний текст джерелаАнотація:
The article considers the features of digital marketing in modern business conditions. Channels and basic methods of digital marketing are given. Among the trends of 2018-2019 are online video, native advertising, personalized content, smart advertising with big data, community development. The components that include digital marketing (content, design, statistics) are identified. The advantages of digital marketing in enterprise management are determined. The volume of digital advertising of the advertising and communication market of Ukraine is investigated. The necessity of development of marketing Internet technologies of promotion of goods and services as a hybrid technology in the conditions of development of information society is substantiated. The essence of digital marketing as a targeted and interactive marketing of goods and services, which uses digital technologies to attract potential customers and retain them as consumers, is clarified. The main marketing processes that are implemented using digital marketing technologies, which include marketing research on the Internet, marketing communications on the Internet and promotion and marketing of products over the Internet.
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Ievsieieva, Olga. "Competitiveness Assessment for Transport Enterprises in the Context of Accelerated Development of the International Logistics Infrastructure." SHS Web of Conferences 67 (2019): 01004. http://dx.doi.org/10.1051/shsconf/20196701004.
Повний текст джерелаАнотація:
In the study, the authors have identified the dominant trends in the development of the international road transport services market. These include monopolization and protectionism, structural imbalances, namely, predominance of European transport companies in the international motor transport market, prevailing of private transport companies. Hence, the researchers determined the general vector of improvement of the motor transport services market in the modern stage of internationalization of global economic relations. The current trends in the development of the international road transport services market in Ukraine are substantiated. The authors propose a competitiveness assessment methodology for transport enterprises. It is proposed to quantify the following elements as part of the competitiveness coefficient of a transport enterprise: 1) the range of offered transportation services; 2) pricing policy; 3) advertising; 4) public relations; 5) sales system; 6) employee incentive system; 7) innovative activity of the enterprise. Using the proposed methodological approach will help making reasonable management decisions to improve the efficiency of transport enterprises, to expand the information base of economic research, and to improve the quality of analysis in the context of accelerated development of the international logistics infrastructure.
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Yin, Long, Lin Wang, Lifang Huang, Jinxiu Wang, Hui Xu, and Milan Deng. "Real estate advertising campaigns in the context of natural hazards." Disaster Prevention and Management: An International Journal 28, no. 2 (April 1, 2019): 183–200. http://dx.doi.org/10.1108/dpm-06-2018-0180.
Повний текст джерелаАнотація:
PurposeThe purpose of this paper is to examine how advertising is used by real estate companies as an instrument for managing the adverse effects of a catastrophe.Design/methodology/approachThrough a theoretical analysis, types of post-disaster advertising messages were identified. On the basis of the likely variations in post-disaster advertising, a content analysis was conducted of a sample of 4,150 property print advertisements to identify advertising messages related to the earthquake. Finally, the message changes in these earthquake-related advertisements were evaluated and compared with the dimension of time to explore the development of advertising strategies.FindingsThe authors found that 12 types of advertising messages were used by developers in response to the Wenchuan earthquake. The initial advertising strategy was mainly to manage public relations, then the strategy was to reduce or compensate for the increased earthquake risk perceptions of buyers.Practical implicationsThe findings provide valuable references for helping enterprises adopt effective advertising messages and strategies to reduce the negative effects of disasters.Originality/valueThere are only a few studies on advertising campaigns, especially in the real estate industry, that have been conducted in the wake of catastrophes. This study sought to expand upon the scarce findings in this particular field.
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Mirchova, Sophia, and Kalina Durova. "Risk Management of Tourism Demand in South-Western Bulgaria through Correlation Analysis." SHS Web of Conferences 92 (2021): 03017. http://dx.doi.org/10.1051/shsconf/20219203017.
Повний текст джерелаАнотація:
Research background: The geographical location and the favorable natural features in Bulgaria are a solid precondition for the country to establish itself as a traditional tourist destination. Purpose of the article: This research attempts to find out which parameters affect the processes of tourist demand and supply, thus creating the conditions for optimization of the tourist enterprise as an economic indicator. Methods: The aim of the study is to make a quantitative assessment of the strength of the dependence between the factors that influence the tourism demand and receiving economic results via correlation and regression analysis. On the basis of this quantitative assessment, the risk can be managed and valuable conclusions can be drawn to improve the use and management of resources. Findings and Value added: The empirically investigated relationships show whether the level of labor productivity of the analyzed tourist enterprises is affected by the level of employment on the tourist site. It is necessary to intensify the activities for attracting new customers such as advertising, PR., improving the image of the tourist site. All this will have a positive impact on the development of the various forms of tourism and the social situation of the population in the study region. The strong influence of the size of the current expenditures on the economic results, found in all the studied tourist sites, necessitates the improvement of the tourist demand. Managers can apply flexible approaches to managing risk related to expenditures and revenue at the tourist enterprises.
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Yakubiv, Valentyna, and Iryna Boryshkevych. "Forming the strategy to increase the competitiveness of the restaurant business enterprises." Regional Economy, no. 1(95) (2020): 144–53. http://dx.doi.org/10.36818/1562-0905-2020-1-15.
Повний текст джерелаАнотація:
The development of a modern restaurant business depends to a large extent on the adaptation of the enterprises to the new conditions of management in market conditions. This process involves increasing the competitiveness of restaurants and ensuring the creation of competitive advantages in times of market volatility. Enterprise competitiveness management is a set of measures aimed at systemic improvement of the production process, constant search for new sales channels, new customer groups, service improvement, advertising. It should be considered as an integral part of the enterprise management system. The article analyzes the role of strategic behavior of restaurant business executives in increasing competitive advantages and increasing the level of profitability of the company. Criteria related to the development of the vision and mission of the enterprise are considered. A typical strategy for increasing the competitiveness of restaurant business enterprises using the “tree of purpose” method has been developed. This strategy includes four key strategic areas: manufacturing, marketing, staffing, and technology. Within each direction, tactical goals for increasing competitiveness have been formed. The direction of production involves the realization of the following goals: updating of the main menu, development of seasonal dishes and drinks, replacement of imported raw materials with local ones, provision of catering services, development of non-waste production. The marketing goals include the following: development of the official site, promotion in social networks, creation of a closed club, holding thematic parties, development of gift certificates, development of QR codes in the menu. The staff aims to achieve the following goals: development of an effective motivation system, organization of training for workers and workshops from partners. For the technologies, the tactical goals are the following: the introduction of coffee-printing technology, the mobile waiter, and the use of creative IT technologies.
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Zhang, Guitao, Qingmei Sui, Jinsong Hu, Yongguang Zhong, and Hao Sun. "Equilibrium Model of Discrete Dynamic Supply Chain Network with Random Demand and Advertisement Strategy." Mathematical Problems in Engineering 2014 (2014): 1–14. http://dx.doi.org/10.1155/2014/539768.
Повний текст джерелаАнотація:
The advertisement can increase the consumers demand; therefore it is one of the most important marketing strategies in the operations management of enterprises. This paper aims to analyze the impact of advertising investment on a discrete dynamic supply chain network which consists of suppliers, manufactures, retailers, and demand markets associated at different tiers under random demand. The impact of advertising investment will last several planning periods besides the current period due to delay effect. Based on noncooperative game theory, variational inequality, and Lagrange dual theory, the optimal economic behaviors of the suppliers, the manufactures, the retailers, and the consumers in the demand markets are modeled. In turn, the supply chain network equilibrium model is proposed and computed by modified project contraction algorithm with fixed step. The effectiveness of the model is illustrated by numerical examples, and managerial insights are obtained through the analysis of advertising investment in multiple periods and advertising delay effect among different periods.
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Kalmanovych, Oleksandr. "TECHNOLOGIES FOR ENSURING EFFECTIVE MARKETING ACTIVITIES OF INDUSTRIAL ENTERPRISES." Herald of Khmelnytskyi National University 294, no. 3 (March 2021): 182–85. http://dx.doi.org/10.31891/2307-5740-2021-294-3-28.
Повний текст джерелаАнотація:
In the conditions of strengthening of integration and globalization processes, frequent changes of conditions of functioning the industrial enterprises need to create adaptation mechanisms, to improve system of management of financial and economic activity, to define directions of increase of competitiveness of production and prospects of expansion of markets, and also to improve marketing activity. Making changes in the processes of marketing research, the formation of marketing strategies, market segmentation with consideration of issues regarding product positioning will increase the level of marketing efficiency in the enterprise. Only with the improvement of technologies to ensure effective marketing activities for the company it becomes possible to expand market segments, constantly monitor changes in consumer preferences (needs), as well as trends in doing business in a particular segment of sales and more. The article examines the essence of marketing and marketing activities of the enterprise. It is determined that the improvement of marketing activities, namely marketing technologies at the enterprise is an urgent task due to the growing role of marketing activities and its impact on the results of the enterprise. The interdependence of management functions and management functions of marketing activity of an industrial enterprise is proved. The role of such components of the management system as control and analysis in improving the efficiency of marketing activities of the business entity is proved. The basic directions of improvement of marketing activity of the industrial enterprise, in particular in marketing researches, in a price policy, at product development, in advertising activity, in organizational structure and in the organization of distribution of the goods are allocated. The influence of the formed marketing strategy on the achievement of the set current and strategic goals of doing business is substantiated. The basic concepts of marketing on the basis of which the company manages marketing activities are considered. The influence of the organization of the marketing structure (marketing department) and the corresponding information support on the effectiveness of marketing activities and obtaining the goals of the enterprise is studied. The necessity of forming a system of indicators according to which the management staff will be able to assess the level of efficiency of marketing activities of an industrial enterprise is proved.
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Djakfar, Muhammad. "MAKNA KERJA BAGI PENGUSAHA KECIL MUSLIM DI TENGAH PERKEMBANGAN BISNIS KULINER." AL-IHKAM: Jurnal Hukum & Pranata Sosial 10, no. 2 (February 2, 2016): 409–33. http://dx.doi.org/10.19105/al-lhkam.v10i2.736.
Повний текст джерелаАнотація:
The emergence of small business enterprises has shown an inevitability to support economic power in a country, even in Indonesia. There are so many labors that are included in this small business enterprise so that their existence becomes stabilizer and dynamic maker, either in a stable or emergency condition of the country’s economy. This research is trying to understand the meaning of working to Moslem’s small business enterprises and to know their motives in developing their business and also their marketing management and their human resource construction that they have done. This research uses qualitative approach, phenomenology for exact. While the data taken from deep interview, participant observation, and documentation. The result shows that the motives of developing their business is because of spiritual factor and also hobby. The marketing strategy is done through advertising, joining the scientific forum, and opening new branches. The employees’ construction is done humanely and with good attitude, while the meaning of “working” to the workers is as a means of worship, economy, relationship, education, and da’wah.Copyright (c) 2016 by Al-Ihkam. All right reservedDOI: 10.19105/al-ihkam.v10i2.736
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Shumilo, Yana. "Conceptual provisions of the mechanism of reflexive control of consumer behavior in the marketing activities of enterprises." Economy of Industry 1, no. 97 (April 11, 2022): 103–17. http://dx.doi.org/10.15407/econindustry2022.01.103.
Повний текст джерелаАнотація:
Methodological approaches are studied and conceptual provisions of the mechanism of reflective management of consumer behavior in marketing activities of enterprises are proposed, which involve identifying reflective components of consumer behavior in the decision-making process on product acquisition, formation and implementation of reflective control influences. The method of identifying reflective components of consumer behavior in marketing activities of enterprises, in particular – the factors influencing the likelihood of consumer inheritance in the decision to purchase products, based on the conclusions of neurobiological researches by V. Klyucharev and improved method of multifactorial researches by R. Cattell. A distinctive feature of the improved R. Cattell’s method is the interpretation of questionnaires to determine the reflective components of consumer behavior in the decision to purchase a product, including the level of emotional instability, conformism, introversion, awareness and evaluation of decision-making time. reflexive control influences to increase product sales. The formalization of key reflexive components is carried out and the sequence of stages of realization of the mechanism of reflexive management of behavior of consumers in marketing activity of the enterprises is resulted. To implement the conceptual provisions of the mechanism of reflective management of consumer behavior in marketing activities of a company proposed to use a modified model "advertising of goods" by A. Chkhartishvili aimed at profit maximization, which, unlike existing, uses reflective components of consumer behavior in the purchase decision products, in particular – the tendency of consumers to imitate. The application of the model will increase the efficiency and validity of management decisions to manage consumer behavior to enhance the competitive advantages of the enterprise.
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Stanislavchuk, Alina, and Tetyana Yanchuk. "THEORETICAL ASPECTS OF THE MANAGEMENT OF MARKETING ACTIVITIES OF A MODERN ENTERPRISE." Problems of Innovation and Investment Development, no. 27 (December 21, 2021): 123–32. http://dx.doi.org/10.33813/2224-1213.27.2021.13.
Повний текст джерелаАнотація:
The purpose of the article is to analyze the main aspects of marketing management of modern management. The methodology of the study is based on the application of traditional ways and means of systematic, economic analysis (tabular, comparison, grouping), synthesis. The scientific novelty of the obtained results is that the authors offer modern scientific and theoretical approaches to the process of management of marketing activities of a modern enterprise. Conclusions. The study fo und that improved approaches to marketing management would increase the enterprise’s competitiveness, investment attractiveness, which will help to improve the competitiveness of products and streng then the position of the enterprise in the market. Keywords: marketing activities, advertising, marketing analysis, marketing research, marketing efficiency.
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POLISHCHUK, Olha. "Concepts of costs, their economic content, factors of the effect on costs." Economics. Finances. Law, no. 4/1 (April 30, 2020): 27–34. http://dx.doi.org/10.37634/efp.2020.4(1).7.
Повний текст джерелаАнотація:
The topic being researched is relevant, because in the current market conditions, improving the competitiveness and efficient activity of domestic enterprises compels them to find effective methods of managing their business activities. The article examines the concepts of costs, their economic content, determines the factors of influence on the costs of the enterprise in Ukraine. A number of cost classifications proposed by different authors are investigated and their peculiarity is determined. The main ways to optimize the costs of enterprises. Author's classification of costs is suggested. The main directions of cost optimization of Ukrainian enterprises are given. Adequate research will help solve a number of cost-cutting problems for dairy businesses and other sectors of the national economy. The purpose of the paper is the substantiation of measures to improve cost management in the enterprise in order to increase its effective activity. Costs and optimization of their level per unit of production is an important factor in improving the efficiency of the enterprise, while at the same time improving its competitiveness. Managers and managers are increasingly paying attention to the efficiency of resource use, their rational allocation in order to reduce the costs of production and economic activity, which, as a reserve for increasing the profitability of such activities is the key to financial stability and development of the enterprise Thus, considering the different classifications of factors that affect costs, it is important to emphasize that there is a synergistic effect. This is due to the fact that by influencing the competitiveness of products, factors change each other. High competitiveness of the enterprise is a guarantee of high profit in market conditions. In doing so, the company aims to achieve a level of competitiveness that will help it to function effectively over a long period. Management of the factors provided provides for the use of a number of measures for the systematic improvement of products, the constant search for new channels of sales, new customer groups, ways to improve service, advertising and more.
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Schüller, David, and Karel Doubravský. "Fuzzy Similarity Used by Micro-Enterprises in Marketing Communication for Sustainable Development." Sustainability 11, no. 19 (September 30, 2019): 5422. http://dx.doi.org/10.3390/su11195422.
Повний текст джерелаАнотація:
The purpose of this paper is to present fuzzy reasoning as a formal tool for determining the differences in perception of individual communication channels by customers. These differences in customer perception are important for micro-enterprises to develop an effective green advertising campaign. These kinds of enterprises are not able to conduct their own extensive marketing research or use the service of marketing agencies. Micro-enterprises are the cornerstone for sustainable local economic growth where the community plays an irreplaceable role for sustainable development. Marketing communication is unique and complex because it focuses on feelings, moods, and personal preferences. The main problem is the uncertainty of this input data which makes it difficult to develop effective green advertising campaigns. Fuzzy sets and fuzzy reasoning are used to make verbal descriptions suitable for computer applications. A fuzzy pairwise similarity is used in this paper. The case study has eight relevant variables/marketing communication media, e.g., e-mailing, social networks, web pages, text messaging, newspapers, phone calls, posters and radio, and five segments of respondents selected by age. Each segment is presented as a fuzzy conditional statement. A set of fuzzy pairwise similarities is generated.
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Cho, Taesoo, Taeyoung Cho, Guosong Zhao, and Hao Zhang. "The Impact of South Korea Golf Resort Social Network Services Advertising and Online Word of Mouth on Consumer Brand Value." Sustainability 12, no. 11 (May 26, 2020): 4339. http://dx.doi.org/10.3390/su12114339.
Повний текст джерелаАнотація:
Today, social network services (SNS) advertising is frequently utilized by enterprises to communicate with consumers as it provides the best marketing effect using low-cost media. Since the value of SNS is increasing, managers need to look for more effective methods of utilizing the existing SNS channels. This study aims to provide suggestions for attracting customers and gaining an advantage amid the stiff competition among similar golf courses. To achieve the goal of this study, a questionnaire-based survey was conducted at six golf resorts in South Korea where SNS advertising has been used to enhance consumer experiences. The study found that SNS advertising and online word of mouth regarding golf resorts have a positive effect on emotive, social, and price values. Moreover, SNS advertising for golf resorts had a positive effect on the quality function value, while online word of mouth had no effect.
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Kurudzhy, Yuliia, Iryna Mayorova, and Iryna Moskvichenko. "Building a model of supply chains duopoly taking into account the marketing and innovative activities of manufacturing enterprises." Eastern-European Journal of Enterprise Technologies 2, no. 3 (116) (April 28, 2022): 15–21. http://dx.doi.org/10.15587/1729-4061.2022.253821.
Повний текст джерелаАнотація:
This paper reports the construction and analysis of the economic and mathematical model of the duopoly of supply chains, based on the model of optimization of plans for the release and delivery of multi-range articles, taking into consideration the marketing and innovative activities of industrial enterprises. Demand for goods is supposed to be an increasing function of advertising costs. In this case, marketing investments affect only the base selling prices of articles and do not affect competitive discounts. The explicit form of this dependence can be established as a result of marketing research. It is also assumed that investments in innovative technological projects could reduce industrial costs; production costs are decreasing functions of the size of the investment. It is believed that the demand function is linearly dependent on the total volume of output produced. The criterion of optimality for supply chains is the maximum of the total profit received from the sale and delivery of finished products to points of consumption, taking into consideration the costs of production and advertising. As a result of this study, equilibrium solutions of the duopoly according to Cournot and Stackelberg were found. That has made it possible to determine the optimal values of product volumes for output, the size of investment investments, as well as product advertising costs. The model helped study the impact of investment deductions and advertising costs on the acquisition of competitive advantages by manufacturing enterprises. A numerical illustration of the results obtained is given. The proposed approach could be used to build and analyze dynamic optimization models taking into consideration the innovation and marketing activities of enterprises, as well as to study other market structures
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Minh Quoc Binh, Quan, Nguyen Minh Ha, and Ngo Thi Huyen Trang. "Application of an intangible asset valuation model using panel data for listed enterprises in Vietnam." Investment Management and Financial Innovations 17, no. 1 (April 3, 2020): 304–16. http://dx.doi.org/10.21511/imfi.17(1).2020.26.
Повний текст джерелаАнотація:
Intangible assets play an important role in increasing the value of companies. The performance of companies increasingly depends on ideas, information, and professional services rather than tangible assets. The question of how to accurately measure intangible assets remains a challenge for many scientists. This study aims to measure intangible assets of 396 companies listed on Vietnam’s stock market between 2010 and 2014 using the panel data technique by Yamayuchi (2014). The estimation shows that intangible assets make up a large share of total assets of companies. In addition, construction, steel, building materials, mining, and food are sectors with high intangible assets in Vietnam. The study also finds a positive impact of intangible assets on improving company performance. The findings demonstrate the importance of investing in intangible assets, such as R&D, technology, advertising, and human resources, to increase the value of a company in the future.
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Kondrashov, Olexandr M., and Nataliia P. Novak. "Instruments of state regulation and fiscal mechanisms of financial and investment support and development of agricultural enterprises." Economies' Horizons, no. 2(9) (June 15, 2019): 88–94. http://dx.doi.org/10.31499/2616-5236.2(9).2019.213490.
Повний текст джерелаАнотація:
The purpose of the study is to substantiate the priority components and instruments of state regulation and the use of fiscal mechanisms to ensure the growth of financial and investment resources and the development potential of agricultural enterprises. Methods used in the research process: monographic, historical, system-structural-analysis and synthesis, problem-target approach. Results. The structure and components and tools of state regulation of financial and investment support and other priorities for the development of agricultural enterprises are determined. These include institutional support, currency regulation, overcoming bureaucracy and corruption. Particular importance is given to fiscal mechanisms and regulation of property rights. The main problems hindering the development of regional media platforms are presented. The main problems include: inadequate provision of the Internet access; low quality of traffic, content (no advertising market, no paid subscription) and fact-checking; the influence of the media founders on editorial policy; the dominance of hidden advertising. In domestic business conditions, agricultural entrepreneurs must rely on a clear definition of the legality of the actual existing rights of owners. This requirement is aimed at reducing the number of errors in management decisions, the implementation of long-term development strategies, risks and the amount of transaction costs of economic activity. Practical meaning. Agricultural enterprises, department of agro-industrial development of district and regional state administrations, tax authorities, economic faculties of universities. Prospects for further research. This allowed to determine the prospects for the development of agricultural enterprises on the basis of state support and prudent fiscal policy.
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LAKOMAA, ERIK. "Advertising for the People: The History of the Social Democratic Party of Sweden’s Own Advertising Company—Folkreklam and Förenade ARE-Bolagen, 1947–1997." Enterprise & Society 21, no. 2 (February 4, 2020): 516–46. http://dx.doi.org/10.1017/eso.2019.39.
Повний текст джерелаАнотація:
The Social Democratic Party not only ruled Sweden for most of the twentieth century but also owned one of the country’s largest advertising groups. The company, founded in 1947 as Folkreklam and later renamed Förenade ARE-Bolagen, rapidly became dominant in outdoor advertising in Sweden and remained in that position until the late 1980s. This paper expands the previous research on party-owned enterprises, a type of businesses that is rare in the Western democratic world, covering the history of ARE from its inception to its eventual merger with JCDecaux in 1997. It is shown that the owner relationship with the party was highly beneficial for the company, as it provided preferential access to adverting space and public contracts from government agencies and municipalities without formal competition. The party benefited from the control over sensitive information pretraining to strategies in political propaganda during elections and from the financial contribution of ARE.
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KARVITSKAYA, Galina V., and Tatiana A. PEREKATIEVA. "Activities of service organizations in the region: organizational and management aspects." SOCIAL AND ECONOMIC PHENOMENA AND PROCESSES, no. 2 (2020): 63–70. http://dx.doi.org/10.20310/1819-8813-2020-15-2(109)-63-70.
Повний текст джерелаАнотація:
The significant growth of the service sector in the regions, leading to increased competition between business entities, requires constant improvement of various aspects of management in the relevant enterprises, continuous adaptation to changes in the external environment. The purpose of this study is to identify current organizational and management trends and problems in the activities of business entities in the service sphere of a particular region (using the example of the Ryazan region). During preparation of the study, we used materials from scientific publications, official company websites, advertising and commercial information, statistical and empirical observation methods. Considering the general state, structure and heterogeneity of the region's services sector in dynamics, we identified the most significant modern trends in the organization and management of service enterprises: increased customer orientation, increased attention to the quality of services, digitalization of service processes, building Internet communications with customers and partners, diversification of services, etc. The most significant problems revealed during the analysis included the contradictory influence of federal networks on the market for services in the region, flaws in the branding system, false customer orientation, a high share of shadow processes, etc.
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Наталія Шматько, Михайло Пантелєєв, Марина Кармінська-Бєлоброва, and Тетяна Мирошник. "BRAND MANAGEMENT IN STRATEGIC ENTERPRISE MANAGEMENT." Bulletin of the National Technical University "Kharkiv Polytechnic Institute" (economic sciences), no. 1 (December 28, 2021): 110–15. http://dx.doi.org/10.20998/2519-4461.2020.1.110.
Повний текст джерелаАнотація:
Branding is an integral part of an enterprise's marketing activities and can be analyzed in various aspects. Brand management – is the process of creating and managing a brand that is based primarily on the sale of goods. The main components in this process are brand ideas, market analysis, strategy development, organization of an advertising company. In addition, to date, branding policy is one of the elements of marketing, it determines the positions of other types of policy, because today the role of brand for the enterprise is a determining factor of competitiveness and survival of the enterprise in the market. When forming a brand, it is necessary to formulate problems related to needs, supply and demand, as they fully reflect the specifics of the functioning of the product market. The process of brand management is differentiated into blocks; methods for determining the brand value of an enterprise are proposed. The prerequisites for changing brand management are related to the processes and cycles that occur in the economy such as: globalization of business, development of scientific and technological progress, changes in the external environment and society, and even the expansion of market boundaries, so a comparison of the dynamics of brand- enterprise management; brand management concepts are compared. The strategic brand management process is important for creating and maintaining brand equity. Developing a strategy that successfully supports or enhances brand awareness, strengthens brand associations, emphasizes brand quality and use, is part of brand management. In today's world, in order to maintain a competitive position, every leader must first and foremost consider the value of his or her brand in developing its strategy and pay attention to branding and find key points for winning the position.
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Popko, O., and B. Golovash. "Control as part of the management system of internal processes." Ways to Improve Construction Efficiency, no. 46 (October 16, 2020): 155–62. http://dx.doi.org/10.32347/2707-501x.2020.46.155-162.
Повний текст джерелаАнотація:
Enterprise management – is the process of planning, organization, motivation, control and regulation of personnel actions, setting strategic goals and tactical objectives of the enterprise, making management decisions and ensuring their implementation.
Control, in the process of managing the activities of the enterprise, is an extremely important element in the system of mechanisms that provide the efficiency of the enterprise. Control is a process that helps an organization achieve its goals. Control continues the planning process and monitors the implementation of plans. One of the essential functions of control is to determine the reserves for new management decisions.
The authors in the article define the organizational and legal forms of ensuring the implementation of internal control procedures. The authors present one of the elements of the management system of the relevant processes (control) and describe its factors that affect them.
The authors give a clear definition of the concept of control system at the enterprise (internal control) as part of the management system of internal processes and characterize the components of the internal control structure, methods of their analysis and analyze its quality and feasibility in the current realities of enterprises.
Enterprise financial management includes the organization and control of cash inflows from sales of products or collection of amounts under previous agreements for services rendered, as well as cash inflows from securities, and etc. The most important tasks of financial management are also the payment of supplies of raw materials and materials intended for production; payments on invoices payable for previously purchased goods; payments for operating costs (advertising, insurance, etc.); payment of wages to employees of the enterprise; payment of taxes and other payments to the budget and extrabudgetary funds.
The article determines that the effectiveness of control of such an organizational system as the enterprise management system should be characterized by special indicators. These indicators are influenced by a large number of external and internal factors, and it is desirable to assess them with a limited number of criteria.
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Hastomo, Widi, Ahmad Eko Saputro, and Yoga Rarastro Putra. "Social media training as a marketing tool for micro-enterprises." Community Empowerment 7, no. 3 (April 15, 2022): 555–61. http://dx.doi.org/10.31603/ce.6252.
Повний текст джерелаАнотація:
Covid-19 has had a significant economic impact; MSMEs, which were so powerful during the 1998 economic crisis, were forced to abandon their operations during this pandemic. They must make mass layoffs in order to increase efficiency, without even providing severance pay to their employees. CV Sarana Teknik, which works in the furniture industry, had to lay off 93 percent of its employees due to a drop in turnover. The objective of the program is to provide digital marketing strategy counseling, training, and practice in the areas of interactive advertising content creation and ad management using the Facebook Ads Manager. The program is used a community development approach. This program broadened partners' understanding of digital marketing, particularly the use of Facebook ads and WhatsApp broadcasts. Despite the fact that the use of Facebook ads is still not optimal, sales turnover has increased in three months, particularly for innovative products such as dispenser mats.
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Hastomo, Widi, Ahmad Eko Saputro, and Yoga Rarastro Putra. "Social media training as a marketing tool for micro-enterprises." Community Empowerment 7, no. 3 (April 15, 2022): 555–61. http://dx.doi.org/10.31603/ce.6252.
Повний текст джерелаАнотація:
Covid-19 has had a significant economic impact; MSMEs, which were so powerful during the 1998 economic crisis, were forced to abandon their operations during this pandemic. They must make mass layoffs in order to increase efficiency, without even providing severance pay to their employees. CV Sarana Teknik, which works in the furniture industry, had to lay off 93 percent of its employees due to a drop in turnover. The objective of the program is to provide digital marketing strategy counseling, training, and practice in the areas of interactive advertising content creation and ad management using the Facebook Ads Manager. The program is used a community development approach. This program broadened partners' understanding of digital marketing, particularly the use of Facebook ads and WhatsApp broadcasts. Despite the fact that the use of Facebook ads is still not optimal, sales turnover has increased in three months, particularly for innovative products such as dispenser mats.
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Samoilyk, I., N. Stebliuk, M. Kucher, and Y. Saihak. "The pandemic influence on the strategy and marketing policy of different types hotel enterprises." Actual Problems of Economics 1, no. 238 (2021): 90–99. http://dx.doi.org/10.32752/1993-6788-2021-1-238-90-99.
Повний текст джерелаАнотація:
Recommendations for the development of hotel business development strategy and marketing policy depending on the types of business entities have been further developed in the article. Analytical data characterizing the impact of the COVID-19 pandemic on the tourism industry and hotel business have been diagnosed. The main strategic decisions made by hoteliers during the crisis have been analyzed. It has been substantiated that the strategy of diversification consisting in the expansion of activity directions; and also restructuring and reengineering � for the big enterprises, and spatial expansion � for small enterprises, are expedient for implementation for effective development of hotel business enterprises. The main priority of the hotel business strategic development should be to increase the level of safety and medical protection of customers. Marketing policy should be based on digital technologies to promote hotel and related services, including advertising and formation of target segments through SMM marketing, as well as optimization of the pricing system according to demand based on SRM management
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Ma, Xiaoye, Weina Li, and Jun Wu. "Research on the Operation of e-Commerce Enterprises Based on Blockchain Technology and Bilateral Platforms." Wireless Communications and Mobile Computing 2021 (March 14, 2021): 1–10. http://dx.doi.org/10.1155/2021/8872689.
Повний текст джерелаАнотація:
E-commerce platform enterprises have typical bilateral market characteristics. The e-commerce platform provides real-time communication services for buyers and sellers. Different buyers and sellers form crossnetwork characteristics. The formulation and implementation of bilateral strategies affect both the merchants and consumers’ choice of platform and registration transactions. This impact will directly lead to the transaction value of the platform. Then, the article builds an econometric model and empirically analyses the impact of e-commerce platforms. The e-commerce chain is a complex structure that consists of logistics, information flow, and capital flow and connects suppliers, manufacturers, distributors, and users in the industry together. Blockchain technology can be used as a large-scale collaboration tool to adapt to supply chain management, the main factor that drives the market power of the enterprise. The research results show that the input costs of advertising, research and development, and employee training and the impact of long-term investment and taxation on market forces are quite different in different industries, both positive and negative, and subsidies, inventory, and state-owned holdings have a negative impact on the market power of companies in all industries. Finally, the competition strategy of e-commerce platform enterprises is summarized. On the basis of the conclusions of the theory and case study, the paper puts forward specific suggestions and countermeasures for the competition strategy of e-commerce platform enterprises in the bilateral network environment.