Introduction Of Marketing Research Articles

A Study on the Consumer Buying Behaviour towards Online Marketing

In this dynamic world every day, we come to acknowledge shift of technologies and adopting different managerial skills, there is a shift of technology in approaching toits customer or find its consumer base while this study will be based on as the worlds are shifting there techniques how the customers are responding towards new marketing strategies and leaving behind old formula or traditional marketing. This paper begins with an introduction of online marketing then it highlights the customer dependency on online marketing and end with the pros and cons on the people of online marketing.

THE FEATURES OF TRADITIONAL AND DIGITAL MARKETING IN AGRICULTURE

The article highlights specific features of marketing in agriculture. It is emphasized that key condition for successful development of agricultural marketing is the orientation of farms to ensure their own competitive advantages. Essence of the category «marketing» is revealed. In general, the latter is characterized as a process of promoting goods from producer to buyers, at the level of an individual enterprise – as a mechanism to ensure ways of planning of activity, pricing and distribution of products. The core principles are presented, on the basis of which the algorithm of agro marketing functioning is developed. It is substantiated that during their own activity agricultural enterprises should take into account the following marketing features: dependence of production volumes on natural and climatic conditions; the importance of products for the population; seasonality of production; variety of forms of ownership and management; different levels of marketing activity; imperfect legislative base. It is committed a brief overview of the current economic situation in the Ukrainian agricultural sector. We believe that the improvement of the state of development of the domestic agricultural sphere will be facilitated by more active involvement of digital approaches in product promotion. It is approved that the introduction of digital marketing at foreign agricultural enterprises provides great benefits for their successful activity. It is founded, that digital marketing is a marketing strategy to improve the sale of goods and services based on use of digital channels (advertising on radio, contextual internet ads) to attract and retain customers. Structural components of digital marketing are considered and systematized. The key advantages of digital marketing are revealed. It is clarified that the most convenient means for agricultural producers regarding the improvement of degree of brand recognition is social networks and messengers, as they can be used to establish targeted advertising to neighboring towns or villages and provide feedback in a dialog format with consumers. It is concluded that traditional and digital marketing are a structural mechanism for promoting products on the platform of various communication channels.

MULTICHANNEL MARKETING AS A KEY ELEMENT OF E-COMMERCE DEVELOPMENT STRATEGY

The article examines the main drivers of e-commerce development in Ukraine, which are: increasing the level of Internet penetration; restrictions caused by COVID; expanding the geography of delivery and reducing its time without harming the environment. It is established that the object of multichannel marketing in the information technology market is the analysis of information and its qualitative evaluation using network information systems and other means of information technology. The comparative characteristic of elements of a complex of traditional marketing and marketing in electronic commerce is carried out, their specific features are defined. Traditional marketing aims to analyze demand, competitors, identify opportunities and create tasks for production, test products on potential consumers, while multichannel marketing in e-commerce helps to promote products on the Internet, analyze the supply and demand of competitors, test the product, but not related to production planning. It is proved that multichannel marketing personalization in e-commerce involves the formation of an environment in which a key element of business is the management of consumer information, which allows expanding analytics, attribution of answers and digitalization of marketing. It is established that the placement of goods for sale in electronic format, optimizes costs such as rent or maintenance of its own warehouse, targeted advertising of goods, transportation costs, product packaging. Measures for the introduction of multichannel marketing in e-commerce are proposed, which provides additional opportunities for: personalization of customer experience for each channel through in-depth analysis of the audience and the formation of each customer’s unified view; marketing optimization which allows coordinating the operations of marketing and sales departments, to make decisions based on data that increase the return on investment; stimulating the generation of demand and its growth for marketers in the B2B segment which allows you to increase conversions and increase sales.

THE ROLE AND OBJECTIVES OF MARKETING IN THE CONTEXT OF CIRCULAR ECONOMY DEVELOPMENT

The article considers the role and place of marketing in the socio-economic system, which operates on the principles of a circular economy. The need for a systematic consideration of marketing at the national economy level with involvement of macromarketing categories and concepts is shown. Accordingly, marketing should be considered at two levels: policy at the individual organization level and marketing system level. The subject, object, and tasks of macromarketing in connection with the needs of the circular economy are determined. It is shown that under the influence of Industry 4.0, the uncontrolled development of marketing systems creates risks of inefficient use of resources, non-responsible consumption, and growth of digital inequality, which contradicts of the circular economy goals. In this regard, it is proposed to consider educational programs of responsible consumption and corporate social responsibility policies at the organizations level as tools for ensuring circularity in marketing. The relationship between the use of digital marketing and the requirements for energy saving and energy efficiency is indicated, therefore the widespread introduction of digital marketing is considered as an important step towards ensuring the functioning of the circular economy. It has been proven that the active use of digital technologies in marketing should also lead to an increase in the economic efficiency of organizations and the national economy functioning as a whole in order to ensure the technological innovations necessary for a circular economy. Due to the risk of digital inequality associated with it, deindustrialization, falling household incomes and degradation of the domestic market, and the need to ensure an innovative development trajectory, it is proposed to consider marketing not only as an element of the consumer, but also the innovative subsystem of society. A marketing model is proposed that meets the requirements of a circular economy development in the process of Industry 4.0 developing. Directions for changing/expanding theoretical and methodological approaches to marketing are formulated in accordance with the proposed model.

The effects of importing activities on technological and non-technological innovation: evidence from Chilean firms

PurposeThe authors analyzed the effects of importing activities on both technological and non-technological innovation in Chile. They contribute to the literature by hypothesizing and testing the idea that importing activities can foster the introduction of product, process, marketing and organizational innovations in emerging market firms.Design/methodology/approachThe authors used a combination of two economic surveys that included 1,347 Chilean companies. To test their hypotheses, they applied a variant of the Crépon-Duguet-Mairesse (CDM) model (Crépon et al., 1998) accounting for technological and non-technological innovation outputs. Specifically, four alternative innovation output indicators were used to measure the introduction of product, process, marketing and organizational innovations.FindingsThe results revealed that importing activities had positive effects on technological and non-technological innovation. Importers showed a significant advantage in the introduction of product, marketing and organizational innovations. Firms that both import and export (i.e. two-way traders) had an even greater advantage in the introduction of new or significantly improved products.Originality/valueThe authors demonstrated a relationship between importing activities and both technological and non-technological innovation that is novel and relevant, particularly at a historical moment when COVID-19 poses huge economic challenges to emerging market firms. As trade disruptions caused by the pandemic have predisposed some governments to favor protectionist policies, the authors warn that erecting barriers against imports can hamper the innovative success of local businesses.

ФОРМУВАННЯ МАРКЕТИНГОВО-ЛОГІСТИЧНОЇ СЛУЖБИ ПРОМИСЛОВОГО ПІДПРИЄМСТВА

Marketing and logistics are two such areas, the synergy of achieving the goals of which opens up competitive potential for the company, increases the profit margin and keeps the company’s brands in the field of customer loyalty. Modern European, American and domestic scientific developments have been thoroughly proven and disclosed in numerous publications by scientists and practitioners. However, given the globalization process, resource constraints, automation and other features of today’s Ukrainian business environment, management tools of American and European practitioners can not fully meet the needs of entrepreneurship in Ukraine. The article reveals the basic criteria of relationship between marketing and logistic. The formation mechanism of marketing and logistic system at the enterprise is provided. The recommendations of organization balanced marketing and logistic system at the enterprise for a functional sign are formulated. It is proved that the introduction of marketing and logistics services at the enterprise is most appropriate to carry out the joint efforts of enterprise management and consultants. Moreover, the task of consultants should include, on the one hand, methodological support for the restructuring of sales, marketing, logistics, and on the other hand – training the management team to modern approaches and methods of implementing marketing and logistics system in the enterprise as a whole.

Региональный маркетинг как инструмент капитализации ресурсов территории

Any territory within the framework of its development and maintenance of the economy needs certain resources such as highly qualified workforce and external investments as the basis for creating an attractive business climate, working and living conditions. The higher the quality indicators of the economic development of the region from the point of view of territorial marketing, the higher its competitiveness and resistance to fluctuations in the economy and various markets. The fact is emphasized that regional marketing, provided that it is successfully integrated into the management of the territory, contributes to the transition of the regional economy to an innovative and socially-oriented type of economy, which today is one of the most promising from the point of view of the region’s survival in a globalized economy. The aspects of the application of regional marketing in the framework of improving the management of the territory are disclosed, and the main tasks, which it can solve regarding the promotion of a territorial product to the interregional and global market, are described. The possibilities of using regional marketing methods as effective tools for managing the process of capitalization of economic resources are determined on the example of the mechanisms of modern territorial management of the Astrakhan region. The economic indicators related to capitalization are presented, which prove the lack of investment in the economy of the Astrakhan region and the Southern Federal District, the conditions for the introduction of regional marketing as the main method of stimulating the development of the economy of the Astrakhan region are specified. Marketing strategies for the promotion and development of a territorial product have been developed, in which the process of implementing marketing technologies will be as effective as possible. There are described the tools of innovative development of the territory, based on the progressive increase in the capitalization of territorial resources, which will lead to the reorientation of the regional economy, increase the added value of the territorial product, improve the business and investment climate, and increase the competitiveness of the Astrakhan region.

PELATIHAN PEMBUATAN HAND SANITIZER UNTUK MENINGKATKAN KETERAMPILAN BINAAN PANTI ASUHAN YAYASAN SITI FATIMAH PANDAAN

The Department of Chemical Engineering at the State Polytechnic of Malang in carrying out its function, namely carrying out the Tri Dharma of Higher Education is required to carry out community service through various forms of activity, for this reason, collaboration with the Siti Fatimah Pandaan Orphanage Foundation is carried out. The purpose of this PkM is to provide counseling and understanding of the program which is expected to be a provision for assistants to be independent and can improve students' skills. The PkM program at the Siti Fatimah Pandaan Orphanage Foundation was chosen by considering the efficiency and intensity of program implementation. Aspects of the problems that are resolved in this PkM Program are improving the ability, competence, and understanding of the target audience. This PkM activity consists of several activities, including: 1) Assistance in the manufacture of hand sanitizers, 2) Submission of materials for making hand sanitizers. The results of the PkM showed an increase in participants' knowledge and skills in making hand sanitizers. In addition, increasing understanding of the introduction and application of production management and marketing of hand sanitizers. Furthermore, several PkM achievements that have been achieved include: Articles published in national journals with ISSN, and publication of activities on social media

DOES COVID-19 PANDEMIC HAS IMPACT ON MILLENNIALS' PROPENSITY TO INDEBTEDNESS THROUGH E-MARKETING?

The introduction of electronic marketing (e-marketing) has a huge impact on consumer behavior as products are brought closer to consumers and barriers are lifted by breaking the time and physical constraints in marketing activities. A pertinent question to ask if the COVID-19 pandemic have further increased the tendency of consumers’ involvement in e-marketing? This study aims to explore the impact of e-marketing on the propensity to indebtedness among the Millennials in Malaysia during the COVID-19 outbreak. According to the literature, the purchasing intention and behavior of consumers are influenced by advertising in its various forms. Constant exposure to advertisements encourages people to make unplanned purchases and increases the likelihood of tolerating compulsive shopping. As a result, financial complications and over-spending are the most obvious problems associated with compulsive shopping, as people more often spend beyond their means. With the temptations presented by marketers and easy access to a wide range of payment methods, the financial well-being of customers, especially the technology-oriented generation, is threatened. Thus, it is expected that being constantly exposed to e-marketing could lead to risky financial situations, with greater tendency to incur debt. In testing this hypothesis, the study adopts a quantitative research to determine the impact of e-marketing on respondents' tendency towards indebtedness. A survey was conducted for data collection, with relevant questionnaires being designed to address this issue in the context of the undergraduate and postgraduate students at several universities in Malaysia. In analyzing the data, descriptive statistics and multivariate analysis techniques were applied using the SPSS and AMOS software.

Трансформації на ринку зерна ячменю

Goal. To assess the current state and trends of the barley grain market in Ukraine, to justify the strategy of grain production, to help the optimization of its structure and to find effective ways to increase the competitiveness of grain in the world market. Methods. Statistical — for determining the variation in grain production; balance — for developing balances of demand and supply of grain for the marketing year; forecasting — for setting the volume of targeted grain use for the future; abstract — for formulating conclusions. Results. The current state of the barley grain market in Ukraine is analyzed and the main problems of its development are identified. It is established that the strategic direction of further development of the barley grain market based on increasing yields and significantly improving its quality will help to stabilize and increase the competitiveness of grain in the world market. Conclusions. To realize the potential of national grain production in the coming years is quite possible through rational land use and placement of grain crops in the regions of the country under natural economic conditions, the introduction of innovative technologies and new high-yielding varieties, use of more efficient plant protection products, fertilizers, and micronutrients. Among the measures aimed at stabilization of the barley market, elimination of disparities in trade flows and grain prices, anti-risk methods of foreign economic nature are of particular importance: strengthening analytical and forecasting work, the introduction of international marketing and quality management technologies, early drafting of long-term contracts, diversification of grain exports by countries and types.

PELATIHAN PEMANFAATAN DIGITAL MARKETING DALAM PENGEMBANGAN PEMASARAN BAGI PELAKU UMKM

The purpose of carrying out this community service activity with the theme of using digital marketing in the marketing development of SMEs in the village of Sukorejo is to provide knowledge about digital marketing and training in the application of digital marketing. The method used in the implementation of this activity is through lectures and direct practice of implementing digital marketing. The stages of implementing this event include the opening and introduction of digital marketing, exposure to digital marketing, exposure to some of the problems that are often faced by SMEs, exposure to several foreign terms related to digital marketing then continued with practices related to digital marketing.

International marketing as an effective tool of increasing enterprise competitiveness

The main features of international marketing as a tool to increase the competitiveness of the enterprise are considered in the article.
 Crisis phenomena of today's economy, long reforms of national production, the formation of a new information society and the emergence of information processes in the economy have led to the fact that future economic growth becomes possible only if the introduction and coordination of modern marketing and management tools for fuller implementation of foreign economic relations of the state, accurate consideration of production needs for domestic and foreign sales, coordination of export opportunities and import needs, providing for the production of competitive products, strengthening the impact on the international division of labor, international specialization and internationalization of production and, consequently, improving foreign economic activity .
 Thus, the development of marketing of international production and the movement of entrepreneurial capital cause uneven growth of economic potential of individual countries and regions. The transfer of production to certain countries leads to the fact that the shares of different groups of countries in the location of world industry do not coincide. Competition between TNCs distorts the system of international relations between the world economy.
 International marketing of exports and imports are two barter transactions, through which each country is organically connected with the external environment. These are components of the reproduction process, which must pass through foreign trade in order to ensure the stable creation, distribution and consumption of national GDP. The effect of international marketing of barter transactions or another country can get based on the scale of production. Foreign trade may not necessarily be mutually beneficial for all actors in the world market. Reproductive openness of the country when using international marketing depends on the availability of natural resources in the country - energy resources, raw materials for industry, food for the population. The level of reproductive openness of the state is higher, the higher the level of its technical and economic development and the smaller the value of its GDP and the availability of its own natural resources.

СУЧАСНИЙ ДОСВІД МАРКЕТИНГУ ВРАЖЕНЬ В ІНДУСТРІЇ ГОСТИННОСТІ

The article studies the essence and features of experiential marketing and utilization of its main tools in the hospitality industry. Experiential marketing is defined as a creative process of managing successful long-term interaction with customers, which provides the company with competitive advantages and financial success. Experiential marketing is especially actively used in the field of hospitality, because here customers can get additional values through emotions, impressions, feelings. Authors determine the main directions of experiences and define the peculiarities of experiential marketing in the tourist industry. It is emphasized that travel companies should use new tools to build an emotional connection between the travel service and the consumer to give him real, vivid emotions, an original experience. New forms of tourism also allow tourists to create new emotions and impressions of the tourist product. The introduction of experiential marketing in the hotel business involves the creation of a hotel product that can provide unforgettable positive emotions and create the most vivid impressions for guests. In order to influence the emotional and sensory aspects of consumers of hotel services, hotel companies widely implement a variety of events. Creating unforgettable positive impressions for the guests of the hotel is facilitated through psychological additions to the tourist service; hotel design; tourist animation; personal approach. Various formats of marketing activities for the creation of wow-service and wow-effect in restaurants have been studied. Authors describe the classification and characteristics of events that are most often used as an occasion for organizing creative marketing activities in restaurants. Financial success of the hospitality industry largely depends on meeting the needs of modern consumers to get an unforgettable experience and emotional pleasure. To expand the range of impressions and increase their consumer value, hospitality companies need to implement marketing innovations and use the latest technologies. Synergistically, this will help ensure maximum satisfaction of customer requests and needs, increase their loyalty and form long-term and mutually beneficial relationships with them.

СУТНІСТЬ ГЛОБАЛЬНОГО БРЕНДИНГУ ТА ЙОГО ЗНАЧЕННЯ ДЛЯ КОНКУРЕНТОСПРОМОЖНОСТІ КОМПАНІЇ

The issue of global branding is an important area of economic policy of developed countries. The brand is a symbol of stability of quality, properties and characteristics of product. The brand provides the consumer the unique properties of this product and significant advantages over its counterparts. During the process of brand formation, a unique concept is defined, which includes a set of actions that can direct it to the formation of a real advantage over competitors and which retains its properties over a long period of time. Before justifying the need for branding, it is important to explain the importance of effectiveness in this context. Efficiency is an indicator of such work, the results of which are the highest, while the costs of this activity are minimal. Quality branding creates a positive image of the company in the market, makes it more recognizable among consumers and at the same time reduces the level of financial costs of the enterprise. The ability to reduce financial costs is very important, because often the company needs money to respond to various changes in the external environment, both in terms of crisis and changes in the competitive environment. To confirm the importance of effective branding, it is worth giving examples of companies that have achieved their success primarily due to a strong brand. The annual analytical report on the 100 most expensive brands in the world of the consulting agency Interbrand “Best Global Brands 2020” was taken into consideration. The Interbrand brand valuation methodology includes three components: analysis of the company’s financial indicators; - the role that the brand plays in purchasing decisions; market capitalization and brand competitiveness. In addition, brand owners must meet a number of other conditions to do business on at least three continents, receive at least a third of revenue outside the country of registration of the brand, and have open financial statements (i.e., be a public company). One of the most important issues facing a company seeking to have a strong competitive position in the market is the transformation of a registered trademark into a brand. Modern scientists emphasize that the lifespan of a brand exceeds even the lifetime of the company that provides the service or produces a particular product. The article substantiates that one of the ways to increase competitiveness is to develop and promote a “strong” brand, the implementation of which requires the formation of strong values, gaining consumer confidence and creating conditions for individuality and brand identification. It is analyzed that the introduction of digital marketing is the most effective way to form brand awareness and it is investigated that the use of innovative marketing technologies optimizes the creation and promotion of brands. Against this backdrop this paper examines the concept of “brand” is defined by the most influential organizations in marketing activities and leading economists and scientists. The role of brands for consumers and producers is studied. The five main tasks of branding by Philip Kotler are described. The experience of the top 5 international companies with the most expensive brands is analyzed.

ОРГАНІЗАЦІЙНО-ЕКОНОМІЧНИЙ МЕХАНІЗМ УПРОВАДЖЕННЯ ІННОВАЦІЙНОГО МАРКЕТИНГУ В СИСТЕМУ УПРАВЛІННЯ АГРАРНОГО ПІДПРИЄМСТВА ДЛЯ ПІДВИЩЕННЯ КОНКУРЕНТОСПРОМОЖНОСТІ

In recent years, domestic scientists are actively studying the adaptation of aspects of innovative marketing for the management system of agricultural enterprises and the possibility of its implementation in their activities. However, the development of global economic processes requires constant improvement of the principles and tools of innovative marketing and their adaptation to modern conditions of agricultural enterprises to strengthen their position in domestic and foreign markets and increase their competitiveness. The purpose of this article is to systematize the components and determine the scheme of the organizational and economic mechanism for the introduction of innovative marketing in the management system of agricultural enterprises. The article analyzes the level of innovativeness of domestic agricultural enterprises, which, according to the results of the analysis, turned out to be at a rather low level. The author found that only a small number of enterprises in the agricultural sector carry out research work. The volume of expenditures on research activities in agriculture is also quite low. Most agricultural science research is funded by the business sector and slightly less by the public sector. At the same time, the distribution of costs for all fields of science in Ukraine is radically different, a significant part of the costs falls on the public sector and a very small percentage - on the business sector. Therefore, there is a significant potential for an increase in the costs of research and development works with the understanding from the part of entrepreneurs of the need for them to increase the competitiveness of agricultural enterprises. The article also proposes the organizational and economic mechanism for implementing innovative marketing in the management system of agricultural enterprises. It consists of the following subsystems: target; manager; managed; diagnostics; informational; motivation; planning and forecasting; controlling. Stable interaction between the subsystems of the organizational and economic mechanism of innovation marketing is a prerequisite for its effective functioning in the market and, as a consequence, increases the level of competitiveness of agricultural enterprises.

ОСОБЛИВОСТІ ВПРОВАДЖЕННЯ ІННОВАЦІЙНОГО МАРКЕТИНГУ В АГРОБІЗНЕСІ

The purpose of the article is to define and substantiate the main determinants and features of innovative marketing implementation in agribusiness. The results of activities, measured by profit, are influenced by the innovative marketing of the enterprise. Innovative marketing allows the company to offer cheaper and better quality products. The determinants of innovative marketing in agribusiness are compared. The study showed that there are differences in the determinants of innovative marketing between agribusiness and other sectors of the economy. In addition, there are differences in organizational, process and innovation in the field of agribusiness. The results indicate the need for further study of innovative marketing and its relationship with other innovations, taking into account different sectors of the economy and territories. Business strategies and government programs that promote innovation must take into account the differences between types of innovation. Innovations as a subject of marketing theory are analyzed; special emphasis is placed on agribusiness. The organization of marketing is crucial for successful marketing. A special organizational characteristic of the sale of agricultural products and food products is that marketing often covers the entire chain of agricultural production from producer to final consumer. This article deals with the introduction of innovative marketing in agribusiness. She pays special attention to the organization of innovative marketing in agricultural enterprises. The organization of marketing in agricultural enterprises is very specific due to the relationship between production and natural factors. Although this article was written on a conceptual level, it provides a realistic picture of the actual trends that emerge in the organization of innovative marketing in agribusiness. The article considers some general characteristics, presents the organization of marketing and the factors influencing innovations in agribusiness. Important changes that have taken place in agricultural markets and the resulting market strategies are also discussed in the article.

Opportunities and Constraints in Implementing Innovation Marketing in the Urban Passenger Traffic

Purpose: This article is aimed at exploring the possibilities and limitations of using innovation marketing tools in the field of urban passenger traffic. Design/Methodology/Approach: The expansion of urbanization processes, the development of competition in the urban passenger transportation market, an increase in passenger demand for the quality of services provided by municipal and commercial carriers require the introduction of a wide range of innovations. The substantiation of the importance, determination of the possibilities and limitations of the introduction of innovation marketing for the improvement of urban passenger transportation is presented in this article. The methodological basis of the research relies on a systematic approach and factor analysis which provide the comprehensive study of characteristics of the urban passenger transportation market as well as the the identification of opportunities and barriers in the process of implementing the innovation marketing tools. Findings: The study made possible clarifying the sense and features of innovation marketing. The authors characterized the conjuncture of the urban passenger transportation market, identified the positive opportunities and negative factors affecting the introduction of tools of the innovation marketing complex into the activities of organizations in the urban passenger transportation market. Practical implications: In practice, the results will help determining the directions of introducing the innovation marketing tools into the activities of organizations in the urban passenger transportation market. Originality/value: The study has original results clarifying the conditions for introducing innovation marketing into the activities of organizations in the urban passenger transportation market.

Essence, tools and methods of digatal-marketing in modern business

The article explores the essence and analyzes different approaches to the concept of «digital marketing», considers the main tools and methods of this phenomenon. The effectiveness of the impact of the introduction of digital marketing on modern business is determined. The main trends in the development of digital marketing tools and their impact on business performance are studied. Features of digital marketing channels are characterized, namely: content marketing, email, social media, organic search, paid search, display ads, mobile. It is proposed to expand the opportunities of digital marketing in the domestic market. The main problems on the way to the effective use of digital marketing in order to reach the target audience and increase sales of products in the domestic market.

Conditions of Marketing and Organizational Innovation of Small and Medium-Sized Enterprises

Purpose: The research objective of the article is to propose a model that indicates external factors affecting the introduction of marketing and organizational innovations by Polish small and medium-sized enterprises. Design/methodology/approach: Empirical research was conducted in 2015 using the CAPI method on a representative sample of 250 small and medium-sized enterprises. We determined the external environment based on seven potential factors. We also included contextual factors. We based the analysis and the assessment on the results of the ordered logit regression model estimation. We prepared our interpretation based on the odds ratios. Findings: The results obtained indicate the significance of four variables, two from the external environment, namely support for small and medium-sized enterprises and the amount of tax reliefs and two contextual factors - the size of employment and conducting export activity. Their impact turned out to be only positive. Practical Implications: The results obtained in the scope of the identified external factors affecting the marketing and organizational innovativeness of small and medium-sized enterprises may be a recommendation for entities providing support to subjects operating in this sector. Originality/value: Determination of external environment factors and contextual factors influencing organizational and marketing innovation of Polish small and medium-sized enterprises. The results can be compared with those obtained for other countries.

大学マーケティングの新展開 (New Development of University Marketing)

Japanese Abstract: 本研究は、近年の大学のマーケティングが大きく変貌している。理由はデジタルマーケティングの導入及び大学間競争の激化があげられる。大学間競争は、少子化だけでなく、私学助成金や認証評価機関等の外部機関の影響力の上昇や大学ランキングの活用が理由に挙げられる。前半は、大学特有のブランドエクイティ等のマーケティングの観点からまとめる。後半は、近年のデータドリブン・マーケティングで用いられる分析手法を分析目的と合わせて説明する。共分散構造分析やテキストマイニング、多変量解析や因子分析、コンジョイント分析等の分析手法が顧客分類や市場分析、商品分析、価格分析といった実際のビジネスにどのように応用されているか、図や例を用いて説明する。 English Abstract: In this study, university marketing in recent years has undergone a major transformation. The reason is the introduction of digital marketing and intensified competition between universities. Inter-university competition can be attributed not only to a declining birthrate, but also to an increase in the influence of external institutions such as private school grants and accredited evaluation institutions, and the use of university rankings.