Concept Of Marketing Management Research Articles

SUSTAINABLE DEVELOPMENT OF A TRANSPORT ENTERPRISE: ASSESSMENT, PROJECT, AND MECHANISM OF STRATEGY INTEGRATION

The aim of this study is to improve the methodology for assessing the level of sustainable development of a transport enterprise, as well as to develop a project and mechanism for integrating the strategy of sustainable development as one of the functional strategies of the marketing management concept for harmonizing interests with stakeholders. To achieve the set goal, a number of modern interdisciplinary research methods and techniques were used, including abstract-logical methods such as analysis and synthesis, induction and deduction; generalization - for reviewing information sources, studying domestic and foreign experience; systemic analysis - for a comprehensive understanding of the research object and a complex analysis of relationships between elements within the defined problem as a whole; problem-oriented approach - for scientific justification of the methodology for assessing the level of sustainable development of a transport enterprise. The study discusses widely accepted methodological approaches to assessing sustainable development, one of which was taken as a basis, slightly modified and supplemented with indicators reflecting the content of the marketing management concept, taking into account the interests of stakeholders, and improved in terms of mathematical logic. It was proposed to distinguish a separate component of sustainability – risk sustainability, which generally refers to the internal property of a system that contributes to preserving its integrity in the face of various disruptive influences from the external and internal environment. Furthermore, based on the improved methodology for assessing the level of sustainable development of a transport enterprise, a project "Designing Sustainable Development of a Transport Enterprise" has been launched. Its goal is to integrate the principles of the concept of sustainable development into the enterprise's marketing management system. The implementation of the developed functional strategy for managing the sustainable development of a transport enterprise is based on the Balanced Scorecard toolkit, which allowed presenting goals for each area of sustainable development in the form of a hierarchy and decomposition, aligning general and specific interests, taking into account the interests, goals of the enterprise, and key stakeholders. Measures were also taken, including the use of marketing communication tools, for reflexive interaction with stakeholders, operational controlling to align interests, processes, and goals of marketing management. The theoretical conclusions, approaches, and recommendations proposed in the article can be used to assess the level of sustainable development of a transport enterprise and to implement a mechanism for integrating the strategy of sustainable development and the marketing management system based on the Balanced Scorecard toolkit and controlling to harmonize the goals of market-oriented enterprise management and the goals, interests of key stakeholders.

Формування маркетингової політики та маркетингового менеджменту на підприємствах корпоративного сектору

The article is devoted to the study of theoretical aspects of marketing management concepts, the peculiarities of the formation and implementation of the marketing policy of enterprises in the context of consumer behavior management and its application in the foreign economic activity of enterprises. The essence of the concept of "marketing management" is considered. The main problems of the formation and development trends of marketing management in the foreign economic activity of Ukrainian enterprises have been studied. Marketing management in the field of foreign economic activity includes the study of the main characteristics of the modern world market, its dynamics, development trends and priorities; definition of subjects of international relations and characteristics of behavior and motivation during their marketing activities; description of the main parameters of the international marketing environment, including the competitive situation; development of an exit strategy and activity on a potential foreign market; definition of problems and specifics of the technology of marketing activities in foreign markets. Unfortunately, today there is almost no strategic vision of marketing activities, and its role in the effective functioning of the enterprise is underestimated. However, this does not deny the absence of marketing itself in the activities of domestic enterprises. The increase in sales volumes in commodity markets until recently was the result of increased demand. And not enough attention was paid to the question of the effectiveness of marketing activities. As a result of the presence of a large number of brands and free handling of them, a class of marketers was formed whose work methods do not meet the requirements of the modern market.

THEORETICAL BASIS OF RELATIONSHIP MARKETING OF UKRAINIAN HIGHER EDUCATION INSTITUTIONS

The main purpose of the article is to provide a thorough theoretical consideration of the concept of relationship marketing management of higher education institutions in modern conditions. The authors aim to define the theoretical foundations of this concept by analysing different approaches to its definition by different scholars, and to highlight the prerequisites for the formation of the concept of relationship marketing management in higher education institutions. In the article the authors consider in detail the nature and theoretical foundations of relationship marketing in Ukrainian universities. The paper highlights the prerequisites for the formation of the concept of relationship marketing management in Ukrainian higher education institutions. Particular attention is paid to the context of relationship marketing management in the context of the crisis in Ukraine due to the COVID-19 pandemic and the military conflict. The publication explores how these challenges affect the implementation of the relationship marketing management concept and considers key management strategies in this context. The article pays special attention to the study of the impact of digital transformations on the management of relationship marketing in Ukrainian universities. The authors analyse how the introduction of digital technologies creates new opportunities and challenges for relationship marketing management in higher education, especially in times of crisis. Based on this analysis, the authors propose an improved definition of the term "relationship marketing management of a higher education institution". They see it as a continuous process aimed at creating and sustaining value for all participants in this interaction. This improved definition takes into account the strategic orientation of relationship marketing management, which recognises the important role of universities in society. Furthermore, the article discusses the key actions required for the successful implementation of relationship marketing management in universities. The research proposes a classification of participants in the interaction of universities in the process of managing relationship marketing, distinguishing the categories of responsible actors, business partners, observers and regulators. This classification helps structure the university's interaction with various stakeholders and define their role in the context of relationship marketing management.

Pengenalan Konsep Manajemen “Pemasaran Online” untuk Meningkatkan Penjualan pada Green Garden Ramayana Resto and Lounge"

The implementation of this Community Activity is to introduce concepts and provide direct training related to online marketing management as a strategy to increase sales at Green Garden Ramayan Resto Lounge which is one of the culinary business actors in Yogyakarta. The method used in this activity is to provide material related to online marketing and the practice of directly uploading content or products Green Garden Ramayan Resto Lounge's social media. The results of this activity were that participants had a theoretical understanding of the concept of online marketing management, and participants were also successful in uploading content or products Green Garden Ramayan Resto Lounge's social media.

PENGUATAN MANAJEMEN PEMASARAN SYARIAH BERBASIS DIGITAL

The purpose of this service is to help and overcome the problems faced related to the less than optimal marketing management of the PAUD Qur'an Sabilussomad institution in Lubang Buaya Village. The solution offered to the PAUD Qur'an Sabilussomad institution by optimizing digital-based sharia marketing management via social media instagram and whatsApp. The implementation method used in helping and overcoming the problems encountered via several real lecture programs, namely first, socialization and education of digital-based sharia marketing management concepts. Second, training in making marketing strategies and flyer designs. Lastly, assistance in digital-based sharia marketing activities via social media instagram and whatsapp. The results of the implementation of service to partners are first, partners can understand the concept of digital-based sharia marketing management. Second, partners can create marketing strategies and design flyers. Finally, partners can implement digital-based sharia marketing activities via social media instagram and whatsapp.

Konsep Manajemen Pemasaran dalam Peningkatan Citra Lembaga Pendidikan

The number of schools in Indonesia is increasing year by year. Competitive competition between educational institutions is unavoidable and needs to be responded to appropriately. This complicated problem coupled with the relatively low quality of management of Islamic education institutions can be a threat to the existence of Islamic educational institutions. This research was conducted with the aim of knowing the marketing management system and the efforts that can be made by Islamic educational institutions to improve the image of Islamic educational institutions. The method used in this research is a descriptive-qualitative research method that emphasizes library research using secondary data in the form of books and previous scientific articles that are relevant to the research topic. The results of this study indicate that educational marketing management can be interpreted as managerial activities of educational institutions carried out in order to create, maintain and enhance profitable exchange interactions with other parties to achieve the goals of the institution. In its application, educational marketing management applies marketing management concepts, including marketing planning, marketing organizing, marketing actuating and marketing controlling. Efforts to maintain and enhance the positive image of Islamic institutions are (1) Applying Islamic principles in marketing in service, appearance, persuasion and satisfaction. mproving the quality of Islamic education services through improving the quality of human resources. (3) Digitalizing of marketing of Islamic education services by utilizing technological developments for the branding of Islamic educational institutions

Sharia Bank Marketing Management Concepts

The characteristics of products sold by banks are more services and not goods. Products sold are abstract or cannot be seen in absolute terms but can still be felt by customers. This research method is qualitative in the form of a literature review. Data in journals, books and encyclopedias related to the research focus. The data collection used is to look for literature that correlates or is in line with the main subject of the research. The marketing management concept asserts that the key to achieving organizational goals is that the company must be more effective than competitors in creating, delivering, and communicating customer value to its selected target markets. Kotler defines the marketing mix as a set of controllable factor marketing tools, products, prices, promotions, and places that the company integrates to produce the desired response in the target market. Saladin defines the marketing mix as a series of marketing variables that can be mastered by the company and used to achieve goals in the target market.

HUMAN CAPITAL DEVELOPMENT OF PEOPLE WITH DISABILITIES

The evolution of the concept of human capital from the beginning of political economic teachings to the present day is revealed. the elements of human capital and their definition by various scientists under the influence of change and transformation of economic and social relations are indicated. It is indicated that in the conditions of transition from industrial to post-industrial economy, the role of social factors of production has significantly increased. It was this that gradually gave rise to the development of the theoretical foundations of intangible forms of capital, among which human, intellectual, and social capital began to occupy a special place. The importance and, at the same time, lack of a solution to the problem of personality marketing in the economic culture of modern Ukraine is determined. The dilemma of assigning human capital to intellectual (intangible) and to material, i.e., that is the source of income and the formation of expenditure items of an individual or the company in which he works, is described. It is also emphasized the complete absence of the concept of marketing and employment management, professional growth of an individual, the so-called personal marketing, because these concepts are currently applied either to an individual political figure or to very public persons in the field of business, acting, and art. The problem of employment of people with congenital disabilities is described. Their classification and employment opportunities are disclosed. Their social significance in the system of forming economic relations, building connections at the macro-level and at the micro-level is highlighted. The combination of the institute of human development with the capabilities of people with special needs, who should develop and form the added national product, participate in its growth and distribution, is described. Regarding the professional marketing of an individual, and even more so, an individual with disabilities, there are no studies.

Integrated Islamic School Competitiveness Management

Education is a service product produced by non-profit educational institutions so that the educational process results are visible. To learn more about education marketing, you must first know the substance and characteristics of services and marketing concepts so that the application of education marketing is in the correct position by the values and nature of education itself. Therefore, this study aims to find marketing management concepts for private Islamic educational institutions competitive at LPI Al-Badar Tulungagung. This research uses a qualitative approach with a multi-case study type. Data were obtained from the results of interviews, observations, and documentation. The data analysis is carried out since the researcher will come to the research object. After the data collection process, the study is carried out through data condensation, data presentation, and conclusion. The method of credibility, dependability, confirmability and transferability is used to check the validity of the data as well as possible. The findings of this study are the preparation of the concept, program selection, target market and quality of alums. In this way, a concept is formed; the concept of habituation, the concept of mental education, the concept of coordination and confirmation management and the concept of personal branding.

Implementation of financial management and digital marketing to increase the business competitiveness of the SMEs of Skin Cracker 'Tiga Berlian'

The rapid development of technology in the digital world and the internet has an impact on the world of marketing. One of the problems with the low competitiveness of SMEs is the limited ability of businessman in doing marketing. This community service was carried out to introduce skin cracker ‘Tiga Berlian’ products to a wider market and increase business competitiveness through the digital marketing. The method used is to provide training and assistance to SME entrepreneurs. This activity is carried out over a period of approximately 1 month. The outputs of the activities that have been carried out are the skin cracker ‘Tiga Berlian’ website, financial reports and account creation in the marketplace. The community service can provide increased partner skills regarding the concept of digital marketing and financial report management, so that they can support increased sales and increase the competitiveness of SMEs.

МЕТОДОЛОГІЧНІ КОНСТРУКЦІЇ АНАЛІЗУ МАРКЕТИНГОВОЇ ЕТИКИ

The proposed article substantiates the feasibility of using the term «marketing ethics» to denote the content of the behavior of the subject in terms of morality and decency in relations with key partners of the company. The main functional areas of application of marketing ethics in the context of elements of the marketing complex and relationships with key counterparties with which the company interacts in the market. On the example of a typical model of the marketing complex (4 "P"), typical ethical issues that may arise in the company's activities are considered. It is determined that approaches to the study of marketing ethics are often limited to a special interpretation of the categories of "ethical" or "socio-ethical" marketing. It is argued that it is more appropriate to consider the moral contexts of specific marketing decisions, rather than clarifying the content of marketing management concepts. Adherence to the principles of marketing ethics is becoming crucial today. Marketing ethics act as long-term methods of branding, sundress marketing and trust building, allowing you to optimize the presence of a product or service, potential customers, sales and conversions. Marketing ethics is built around ethical marketing principles and standards that demonstrate acceptable marketing behavior. It is worth noting that unethical marketing can potentially succeed in the short term, but in the long run it is not a very good strategy. Over time, customers will distrust your brand as a whole, and you will find it difficult to find brand supporters who are willing to spread awareness about your product or service through «sundress marketing». Using the provisions of the general theory of marketing ethics, Gant and Vitella modeled the mechanism of formation of ethical marketing decisions by an individual or organization. The model shows that the ethical judgments of the individual are a function of deontological evaluation of the individual and teleological evaluation. The relevance of adherence to ethical principles for companies that focus on the long term in order to build long-term, trusting relationships with key market participants is substantiated.

ECONOMIC ESSENCE AND SIGNS OF MARKETING MANAGEMENT

The article is devoted to theoretical aspects of marketing management of enterprise as a scientific category through comprehensive study of marketing management conceptual foundations, adapted to modern business conditions. The features of theoretical and practical principles of formation and development of marketing concepts are given due to scientific and technological progress and informatization of society. Theoretical aspects of concepts of marketing management and its application in the activities of enterprises and organizations are highlighted. The development of marketing management concepts will allow forming a set of interrelated methodological approaches to practical implementation of specific provisions, in accordance with modern conditions and trends in the development of economic entities during economic transformation. It is proved that the question of definition and terminology is very important for any theory, because definitions, terms, provisions at the heart of any reasoning and logical constructions can affect their final result. Generalization of scientific provisions allowed providing a definition of "marketing management". Marketing management is a type of activity that involves enterprise analysis, planning, implementation and control carried out by all its units in the interaction and coordination of interests on the basis and principles of marketing to achieve high efficiency, development and consolidation in a competitive environment that allow to achieve set goals. These goals are to increase profits, meet the needs of the target audience, increase market share, etc. It is emphasized that the introduction and use of marketing mechanisms in integration with management allow to make decisions based on the comparison of real opportunities with market demands, desired values and aspirations of existing and potential consumers. Marketing management as a purposeful activity to regulate company's position in the market through planning, organization, motivation and control, taking into account specific conditions, aims to achieve the company with a clear focus on the consumer. The obtained results make it possible to identify the main trends in the development of marketing management with the use of specific technologies in management system of enterprises and organizations.

МАРКЕТИНГОВЕ УПРАВЛІННЯ БІЗНЕС-ПРОЦЕСАМИ ОПТОВИХ ТОРГОВЕЛЬНИХ ПІДПРИЄМСТВ

It is established that the transformation of the economy on the way to market relations forces to move to the creation of a new marketing management system of wholesale trade, which today is a lever to stimulate domestic production, in conditions of economic instability and changing customer tastes, intensification of competitors, price fluctuations, demand, business activity in the market. We have identified the need to find modern approaches to managing the business processes of wholesale enterprises, which requires the formation of a holistic, scientifically sound system of organization and an effective enterprise management system. Such a system should be a marketing management concept that would be aimed at meeting the needs and demands of the market, would adequately respond to changes in the internal and external environment, would increase the profitability of sales activities. The marketing concept of management differs from production and marketing flexibility, elasticity, efficiency and sensitivity to market changes, greater adaptability to various innovations. The marketing concept of wholesale trade management is directly correlated with business processes and is related to operations to study consumer demand, the needs of suppliers and buyers, the provision of wholesale services and the development of rational ways of moving goods. Commercial, logistics, production and financial business operations are modeled and implemented through a marketing management system, combining the needs of suppliers, customers and providing in their unity more rational ways to promote goods than in the case of their separate organization. Marketing management should combine and harmonize the main business processes of the wholesale company, the result of which is: for the manufacturer the best conditions of purchase; guarantee and prospects of sales channels; placing products on the market; transportation conditions; storage conditions, motivation of employees. Management decisions are presented, the adoption of which will help to combine and harmonize the main business processes of wholesale trade enterprises and ensure their more rapid adaptation to the market environment.

Research on the Development Direction of Marketing Models of Foreign Trade Enterprises in the New Era

This article has launched a research on the development direction of the marketing model of foreign trade enterprises in the new era, including changes in marketing channels, adjustments in marketing methods, and research and development of new technologies. The following strategies are adopted: research to organize basic information, improve the processing effect of business work, improve the corresponding marketing management system, and continuously improve the marketing management concept. The purpose is to improve the practicality of marketing models and accelerate the economic development of foreign trade enterprises.

Oil and Fat Business of Ukraine: Marketing Orientation for Achieving Competitive Advantages

The article examines theoretical approaches to achieving the competitive advantages of Ukrainian oil and fat enterprises in modern market conditions. Special attention is paid to the peculiarities of the use in business management of marketing concepts of business organization, which are oriented at the market, needs of consumers, society and other stakeholders. The most effective results for the enterprises are provided by the implementation of marketing management concepts that are oriented at identifying and meeting consumer demand as well as consideration of the interests of all other stakeholders in the supply chain of oil and fat products, the individual, community and society, i.e. concepts of marketing interaction and holistic marketing.
 The supply chain of oil and fat products includes the economic interests of business entities that develop varieties of oil and fat seeds, machinery and technology, supply of resources, production of raw materials, processing, storage and transportation, etc. A key position in the supply chain is occupied by the consumer. The success of the marketing strategy of the enterprise depends on the degree of consideration of the interests of the individual, communities, society and the state.
 It is concluded that oil and fat companies in the food industry can gain sustainable competitive advantages due to integration efforts aimed to form agricultural and food clusters in local geographical areas from all stakeholders and relationships in the supply chain of oil and fat products including suppliers, manufacturers, intermediaries, consumers, government and other organizations, etc.
 Keywords: oil and fat business, marketing orientation, competitive advantages, supply chain, stakeholders, interests, oil and fat cluster.

Management and Marketing in Health Institutions.

In the last decades radical changes in the health care market have happened. Customers continuously require a higher level of quality of service and they become more careful and demanding in the decision process, market intelligence is continuously growing, competition and quality of services are dramatically increasing, as well as the external influences of various lobbyists in many parts of the world. Also, it is important to mention the fact that there are many initiatives for change in many branches of health care delivery, as well as many innovative models for providing health services that change the traditional role of healthcare institutions. In these conditions in order to be competitive on the global market and to create satisfied and loyal consumers of health services, health institutions need to introduce a marketing management concept which is completely in accordance with actual trends on the global market as well as needs and demands of services consumers.

ONLINE-BASED MARKETING MANAGEMENT IMPLEMENTATION (Empirical Study of MSMEs in the Furniture Sector in Tasikmalaya)

The marketing problem is one of the problems that often arises by MSME business people. Where most MSME business people still rely on the marketing process by using old methods to introduce their business products while the recent economic growth is growing very rapidly, plus the support of advancing technology indirectly encourages furniture and furniture entrepreneurs to increase production. the lack of knowledge of MSME practitioners in using existing technology as promotional media certainly becomes an obstacle in the marketing process of MSME furniture production. Most of the SMEs in Jln Tamansari Gobras, Tasikmalaya City, only 70% understand and apply the concept of online-based marketing in introducing the results of furniture production, where MSMEs still use banners or banners for media promotion and sales management still using manual methods, so that sales reach very limited. The purpose of this study was to determine the implementation of online-based marketing management concepts in the development of online-based marketing management business and the role of online-based marketing implementation in increasing sales turnover in MSME furniture and furniture production in the village of Tamansari Gobras in Tasikmalaya City. This research uses a descriptive method. The results showed that Babakan Muncang Tamansari Gobras MSMEs, the City of Tasikmalaya had to increase their knowledge to do online marketing to increase their income without having to spend a lot of funds as capital which experienced a 3.8% decline in sales then to expand their market share by selling online. SMEs in the village of Babakan Muncang Tamansari Gobras in the City of Tasikmalaya are expected to implement online marketing management to bring reservations without having to come directly to the place of business.Keywords: Marketing, Online Sales

COMPETITIVE INTEGRATIVE BENCHMARKING IN ENSURING THE COMPETITIVENESS OF SMALL AND MEDIUM-SIZED BUSINESSES

The research is grounded on a market-based institutional paradigm of building and developing a competitive integrative benchmarking for small and medium-sized enterprises which incorporates a range of iteration phases, marketing technology, tools and software, such as enterprise audit; comparative and critical SWOT analysis and reference comparison interface; functional decomposition techniques; and quality function deployment. The application of the methodological principles of the effective strategic management theory as well as competitive advantages and marketing management concepts has underpinned the author's research perspective which argues that individual benchmarking, developed within its in-depth internal domain, in modern realia does not contribute to shaping sustainable markets since it assumes largely intensified competition whereas competitive integrative benchmarking ensures gaining mutual benefits from benchmarking partner interactions, helps to enhance the competitiveness of market participants along with boosting a potential marketing impact on the target audience, thus providing a synergistic effect. The implementation of this competitive integrative benchmarking model, adapted for use in the marketing practice of Ukrainian small and medium-sized enterprises, is an effective framework to rank alternative strategic decisions on selecting patterns, forms and methods of partnership and collaboration, and take timely tactical approaches to harmonize and coordinate actions aimed at ensuring the enterprise competitiveness. The proposed conceptual model greatly complements the theoretical description of the current marketing toolkit and being implemented in the local settings as a methodological background for building a system of market actors interaction will translate into enhanced performance and competitiveness of individual companies and their products.

Development or decline of marketing - systematic considerations

The article is an attempt to answer the question: Is the influence of marketing in the organization increasing or decreasing? In the search for answers to this question, changes that took place in marketing over the past twenty years haves been analyzed. Particular attention and a lot of space was devoted to the evolution of the marketing function and marketing management concept in the practice of business entities. The considerations undertaken in the study allowed, on the one hand, o indicatine the weakening of the importance of the marketing function in favour of the marketing concept of management, and on the other hando determinine their contemporary role in business practice.

Implementation of the marketing management concept in the activities of urban electric transport enterprises

Implementation of the marketing management concept in the activities of urban electric transport enterprises