Marketing Activities Of Companies Research Articles

The Influence of Marketing Activities of Companies on Social Networks on the Purchase Decisions of Students

The study in this paper sought to assess how the company's marketing initiatives influence the purchasing choices of students. By surveying 230 students from the Faculty of Economics in Belgrade and analysing their responses, the researchers evaluated various aspects of the company's marketing strategies and the students' buying behaviour. Descriptive statistics revealed that the variables related to updating content on social media and utilising sponsored advertisements had the most significant impact, along with the variable of making purchasing decisions. The results of the regression and correlation analysis established the existence of statistically significant relationships and the influence of the variables of the company's marketing activity on the variables of students' purchase decisions. Based on the regression model of influence, it was determined that the variables of the company's marketing activities had the greatest impact on the variable of making purchase decisions, with the variables of sponsored ads and updating content on social networks making the greatest individual contribution. A two-component solution was obtained by factor analysis, where the first component gathered all the variables of the company's marketing activities and the purchasing decision variable, while the second component gathered the other variables of the students' purchasing decisions. Between these two components, increasingly high correlation values were found, which only indicates that there is a certain degree of variability between the company's marketing activities and students' purchasing decisions. The research conducted in this study aimed to determine the extent to which social media marketing is beneficial for students in finding products and services they need, as well as how influential it is in their purchasing decisions. It underscores the importance for companies to integrate social media marketing activities and determine the most suitable types of social media marketing strategies.

Implementation of the triple bottom line concept to improve sustainable marketing performance

This study intends to observe the implementation of triple botton line in improving sustainable marketing performance. Sustainable marketing is a concept that combines socially and environmentally responsible marketing practices to achieve long-term sustainable goals. With a Triple Bottom Line (TBL)-based approach, it is a business concept that measures company performance not only based on finances, but also takes into account the social and environmental impacts of its business activities. TBL describes three main dimensions that companies must consider, namely economic or financial, social responsibility, and environmental sustainability. The three dimensions are interrelated and must be integrated to achieve optimal balance. In the context of sustainable marketing performance, the Triple Bottom Line provides a foundation for analyzing the impact of a company's marketing activities thoroughly. The application of Triple Bottom Line in sustainable marketing performance not only looks at financial gain, but also considers good relationships with customers, positive contributions to society, and efforts to maintain environmental sustainability. This creates long-term value for the company and reflects a commitment to the overall development of the company. Sustainable marketing can contribute to a company's sustainability not only through everyday practices that minimize environmental impact, but also by implementing new policies and strategies to support the broader concept of corporate sustainability as a fundamental part of the entity's economy. Research on the implementation of triple botton line and sustainable marketing performance is carried out with a qualitative approach using literature review methods including research results then analyzing them carefully and in depth in order to get results that are in accordance with the expected goals

INCREASING THE EFFICIENCY OF MANAGEMENT OF THE PERFORMANCE OF MARKETING ACTIVITIES OF THE ENTERPRISE IN THE CONDITIONS OF DIGITALIZATION AND THE POST-WAR PERIOD

The article defines the main directions of digitization of the management of the effectiveness of marketing activities of the enterprise. The purpose of the article is to justify proposals for improving the digitalization of the document flow system of marketing business processes due to its design in terms of the main directions of the company's marketing activities, to determine the role of digital marketing tools in managing the effectiveness of marketing activities. The components of document flow systems of marketing business processes have been studied. It is shown that digitalization contributes to increasing the effectiveness of marketing research and justification of marketing decisions. It was determined that the combined use of traditional and digital marketing tools allows for a synergistic effect in managing the effectiveness of marketing activities. The expediency of designing a document flow system of marketing business processes in terms of the main directions of the enterprise's marketing activity (development of product, price, sales, communication policies, marketing management), as well as points of interaction of the functional subsystem of marketing management with the functional subsystems of production, personnel, finance and innovation management is shown. It is shown that the digitalization of marketing performance management is an integral part of the company's digitalization strategy. It was determined that the classification of companies depending on the level of innovative activity is more appropriate for the study of innovative marketing strategies of Ukrainian enterprises. It was determined that in the post-war period, the main threats to the enterprise are the destruction of logistics chains, the shortage of own funds of enterprises and the difficulty of obtaining credit funds, the complication of business conditions due to state policy, and a high degree of uncertainty in the business environment. In such conditions, the tools of digital technologies make it possible to increase the effectiveness of managing the effectiveness of marketing activities and more rationally distribute the limited marketing budget.

Implementation of Marketing Mix on Purchasing Decisions in the Mixue Comal Drink Industry

This research uses a qualitative descriptive approach and collects data through interviews about relevant literature or library materials, such as books, journals and websites, related to the research subject. The beverage industry has grown rapidly in recent years. There is no worry that many investors are interested in investing in Indonesia, and mixue is one of them. The Mixue franchise company was founded in Zhengzhou, Henan Province, China, in June 1997, and sells tea drinks and soft serve ice cream. The marketing mix or marketing mix is ​​a marketing tool that forms a strategy for the company's marketing activities to achieve the company's vision and mission in an optimal way. This writing aims to analyze how the use of Marketing Mix has an impact on the Mixue beverage industry and whether it influences purchasing decisions in this industry. The results of this research show that Mixue Comal uses a Marketing Mix system, which consists of seven marketing components including product, price, place, promotion, people, processes and facilities which have a positive impact on the beverage industry and Mixue Comal purchasing decisions.

Influence Of Social Media Marketing Instagram on Interest in Buying Books at Gramedia.Com

This study aims to determine the effect of social media marketing on book buying interest in Gramedia.com, given the increasing number of active social media users in Indonesia and the role of social media, especially Instagram, in company marketing activities. The object of this research consists of independent variables, namely social media marketing and the dependent variable of buying interest. The method used is quantitative with a descriptive verification approach and survey as a data collection tool. Analysis was carried out through simple linear regression, normality test, heteroscedasticity test, coefficient of determination, and hypothesis testing. The research population is Instagram followers @gramedia.com, with sampling using purposive sampling technique totaling 100 respondents. The results showed a positive influence between social media marketing and purchase intention, where the better the application of social media marketing, the higher the level of purchase intention. Based on hypothesis testing, it can be concluded that social media marketing significantly has a positive effect on buying interest in books at Gramedia.com.

БАГАТОКАНАЛЬНА ВЗАЄМОДІЯ У МАРКЕТИНГОВІЙ ДІЯЛЬНОСТІ: ЕВОЛЮЦІЯ ТА ОСНОВНІ ПІДХОДИ

Significant changes in the environment of interaction between companies and consumers caused by the development of the Internet and digital technologies have led to a significant transformation of the theoretical and methodological foundations of modern marketing and the emergence of channel-based marketing. The main stages of channel-based marketing development, which most researchers consider to be the following: Multichannel, Crosschannel, and Omnichannel Marketing, have been investigated. The main differences in the studies of each stage and the gradual expansion of research issues, the scope of issues covered, and the level of generalization have been considered. Some works also highlight Metamarketing as the next stage in the development of Omnichannel Marketing. The main criteria for distinguishing the stages of development of channel-based marketing have been presented. Most researchers cite the development of the Internet and the expansion of its opportunities in terms of use in the marketing activities of companies, the increase in the number of digital and physical channels, approaches to their integration by companies, changes in consumer behaviour and consumer involvement in the marketing activities of companies, and the need to create a seamless customer experience as the main result of Omnichannel Marketing as the determining factors of channel-based marketing development. Based on the results of research analysis, the article has summarised the main approaches to channel-based interaction in modern marketing research, i.e. a conceptual approach, within which certain parameters or criteria for generalisation are developed; an evolutionary approach, which forms an idea of channel-based interaction through its gradual development and application in the companies’ practice; and a bibliometric approach, which reflects the historical retrospective of channel-based marketing. The results obtained reach the basis for comprehension of current research on channelbased interaction, approaches, and methods for further scientific research in this area.

FEATURES OF MARKETING ACTIVITIES IN THE SERVICE MARKET

The article discusses the essence and distinctive features of marketing activities of an enterprise operating in the service sector, demonstrates the need to study its specifics, as well as analyze the marketing tools used. Marketing is a system of organizing and managing the production and sales work of an enterprise, analyzing the market in order to develop and meet the demand for products and services, as well as generating income. The main principles follow from the essence of marketing, namely, taking into account the needs of the market, the state and dynamics of demand, as well as market conditions when making economic decisions, creating conditions for adapting production to market conditions, to the structure of demand, influencing the market, the consumer, along with supporting all available means, primarily advertising. To date, the main task of the company's marketing activities in the service sector is to attract the maximum number of customers, which is achieved through a well-thought-out promotion program. The ability to predict further development prospects, determine tactics and develop strategies is one of the main sources of building a new type of enterprise activity. A significant number of strategic developments are carried out on the basis of marketing decisions. At the present stage, such types of marketing as traditional (external) marketing, internal marketing and interaction (relationship) marketing are used in the service sector. The service market successfully uses both traditional and innovative marketing tools, primarily various internet technologies. The company's own website, presence in social networks, use of chatbots and video blogs is a necessary prerequisite for promoting services and attracting as many customers as possible. In addition, it is concluded that the problem of the effectiveness of marketing activities of organizations is also becoming more and more relevant for non-production organizations.

Основні тренди маркетингової діяльності: світовий погляд

Abstract. Introduction. The penetration of new technologies into our lives has fundamentally changed the very values of marketing, making the aspect of safety and care for the client's health a priority, and not just obtaining commercial profit. In addition, the onset of the crisis showed for all market players how important it is to develop their adaptive capabilities and be ready for new challenges in the future. Purpose. The purpose of the article is to reveal the essence of trends in marketing activity; determination of marketing trends in 2020-2023. Results. The article attempts to understand and formulate the processes taking place today in the market of marketing communications: changes in the needs, habits and other characteristics of consumers, new ways of winning their loyalty and competitive features, strengthening the role of socially responsible behavior of companies and brands, active development of educational communications, etc. The problem of changing marketing communications and trends in 2023 towards wider use of Internet communications and digital technologies is formulated. The purpose of the study is to present an overview of trends in the development of marketing communications in 2020-2023. The need to develop methods for evaluating new instruments is considered, creating a platform for future research. Conclusions. Among the limitations, one can single out dynamic changes in marketing communications, which makes it difficult to track current trends and complicate their integration into the marketing activities of companies. Moreover, the narrowness of the development of trends does not allow finding new personnel and methods of quick adaptation to changes. The coronavirus pandemic at the beginning of 2020 changed the entire model of the usual world. Previous marketing strategies, including on the Internet, will now also be effective. Many brands have significantly changed their approaches to marketing in general, and new trends have emerged in the field of digital communications. The digital environment lives by its own laws, it changes and formats our reality. To gain a competitive advantage in this environment, you need to learn to constantly adapt to it. Prospective areas of research will create a basis for evaluating new marketing trends.

ДОСЛІДЖЕННЯ МАРКЕТИНГОВОЇ ДІЯЛЬНОСТІ В ПРОЦЕСІ РОЗВИТКУ ПІДПРИЄМСТВА

In the conditions of digitization and digitization of business processes, the company's marketing activities must adapt to constant changes in the marketing environment. Intensification of competition in the markets requires strengthening the analysis of the effectiveness of the marketing activities of the enterprise. Marketing activities are an important element of a company's strategic management and have an impact on the company's performance. The article defines the essence of the term “marketing activity” on the basis of a literature review. The article also describes methods for evaluating the effectiveness of marketing activities. At the same time, the marketing activity itself is the subject of analytical evaluation, and the development of the company largely depends on the quality of this evaluation. It should be noted that the relevance of the research topic is also related to the need for further improvement of the evaluation procedure in conditions when Ukrainian confectionery enterprises operate in highly competitive conditions and extremely difficult financial and economic environment. Digitization and digitization of business have an impact on the development of marketing. Today, marketing is the application of humanlike technology to create, communicate, deliver and enhance value in the customer journey. The main technologies for using Marketing 5.0 are AI – artificial intelligence, NLP – natural language processing, sensors, robotics, MR – mixed reality (includes AR – augmented reality and VR – virtual reality), IoT and blockchain. An analysis of the company's marketing activities in the Ukrainian biscuit market was carried out. A SWOT analysis was conducted as a basis for the development of the company's marketing policy. In order to improve the company's marketing activities, it is necessary to use digital marketing tools and influence marketing. The company should develop an influencer marketing strategy to improve image, attract new customers, interact with target audience and increase product sales.

ТОВАРНА ІННОВАЦІЙНА ПОЛІТИКА ЯК СКЛАДОВА МАРКЕТИНГОВОЇ ДІЯЛЬНОСТІ КОМПАНІЙ НА РИНКАХ В2С ТА В2В

The article considers the definition of the concept of innovation and the factors affecting the need for innovation. It was noted that the successful implementation of innovations in the development of new goods and services and in production technologies is the key to maintaining a high level of economic performance of enterprises in the B2C and B2B markets. The development of innovative activity in Ukraine and the change in the indicator of innovative activity in the B2C and B2B markets were studied. It is highlighted that the focus on new technologies, marketing methods, trends and new services helps entrepreneurs to constantly attract customers, develop innovatively and increase profits. The article states that there is a need to apply not only product innovations, but also innovations aimed at elements of the marketing complex, the goals of marketing activities are defined: short-term and long-term. The process of planning a new product was studied and its stages were determined. The foreign experience of developing and introducing new products to the market was analyzed. Taking into account the foreign experience of implementing product innovations, it is recommended that at the stage of developing a marketing strategy, more attention should be paid precisely to the price expectations of consumers, since among the main factors of the success of enterprises in modern market conditions is leadership in terms of costs. The peculiarities of the implementation of product innovations of enterprises operating in the B2C and B2B markets are considered. It is noted that the approach to the development of a new product of companies operating both in the B2C and B2B markets requires detailed study, since according to statistics, almost 40% of unsuccessful innovative developments are observed in the B2C market and about 20% in the B2B market. Enterprises that work on the B2B market have certain features regarding the introduction of innovative products to this market. These companies must take into account the risks faced by the consumer organization. Product innovation is a decisive factor in the marketing activities of companies.

AIDA Model as a Marketing Strategy to Influence Consumer Buying Interest in the Digital Age

This study aims to analyze the effect of Attention, Interest, Desire and Action models on consumer buying interest as one of the marketing strategies carried out by companies through advertising on Instagram. The analytical method used is multiple linear regression analysis to test the effect of the independent variables on the dependent variable. Attention, Interest and Desire variables have no effect on buying interest where the significance value of each variable is greater than 0.05. Action variable has a significant effect on buying interest where the significance value is 0.041 or less than 0.05.The results of the questionnaire, the Action variable obtained the largest average value in the eighth question, where consumers will buy skin care products as needed. Thus it can be concluded that the skin care products that are in demand by consumers are closely related to the level of consumer needs. Therefore, product innovation is needed according to market or consumer needs. Social media as a means of marketing activities can certainly be the right choice for companies in promoting their skin care products.can provide problem solving solutions to the achievement of a company's marketing activities in the digital era.

Product Life Cycle Assessment (LCA) as a Tool for Environmental Management

Life Cycle Assessment, included in company environmental management methods, has particular importance in marketing management. Analysis of dangers to the environment through tools such as the LCA method allows for comparisons of alternative company management strategies. LCA is characterised as a technique for environmental management that enables environmental impact assessment of the product, process, industry, and even the comprehensive economic sector. LCA also influences decisions regarding environmental policy modification, but most importantly, it influences a company's marketing activities. The LCA technique is applied the world over with great effectiveness in studying specific phases of a product's life cycles – from 'birth to death'; however, Poland's experience in this domain constitutes continuously developing research areas. The experience of foreign research centres confirms the possibility of applying LCA techniques in supporting environmental risk assessment of innovative technologies where LCA is used to study the environmental impact of a new generation product, i.e. flocculants from polymer wastes. This article presents the results of a study of the effectiveness of applying a new generation of polyelectrolyte (gained from polystyrene waste) in treating industrial wastewater and the LCA environmental impact assessment, which was carried out using SimaPro software. Based on the analysis of the results of the application of sodium salts of sulfone derivatives of polystyrene in the treatment of mine water, it was found that these products significantly reduced the pollution indicators of mine water from KWK1. Accordingly, they provided the basis for the development of technical-scale technology.

СВІТОВІ ТЕНДЕНЦІЇ МІЖНАРОДНОЇ МАРКЕТИНГОВОЇ ДІЯЛЬНОСТІ НА СУЧАСНОМУ ЕТАПІ РОЗВИТКУ СВІТОВОЇ ЕКОНОМІКИ

The main goal of the article is to find out the current state of the company's marketing activities on the international market and to determine the features of international Internet marketing. The paper examines the theoretical and methodological aspects of the problem, reveals the modern environment of international marketing and its structure. The influence of the modern development of the world economy on international marketing activity is analyzed, the nature of the diversification of factors influencing the socio-cultural environment on international marketing activity is outlined. Peculiarities of adaptation of the main forms of international marketing activity to modern market challenges are also studied. The relevance of the chosen topic and the expediency of its development is confirmed by the fact that international business is increasingly faced with new marketing tools, which mostly determine the peculiarities of the functioning of corporations on international markets in the conditions of globalization processes. Therefore, their careful study is necessary, because without knowing their nature, causes and methods of manifestation, it is impossible to develop and implement an effective strategy for the company's internationalization. Theoretical studies of modern scientists confirm that one of the most important factors in strengthening a company's competitiveness is the implementation of effective marketing activities, which, in turn, is influenced by a large number of factors of its own environment, primarily - the development of the world economy. In accordance with the set goal and taking into account the specifics and object of the research, the following methods were used: comparative, system-structural, analysis method, method of analysis of scientific works and others. During the analysis, the author identified the advantages and disadvantages of traditional marketing and Internet marketing, which are relevant in the conditions of the modern market. On the basis of theoretical materials and practical research, the conclusion of the article is made regarding the trends in the development of international Internet marketing.

The Application of CSR and CSV Concepts in Company Marketing Activities

Purpose: The purpose of this publication is to attempt to determine the applicability of the basic assumptions of the CSR (Corporate Social Responsibility) and CSV (Creating Shared Value) concepts in the process of building marketing strategies, their types and the use of marketing-mix tools. Design/methodology/approach: In achieving the objective, a method of critical analysis of national and international literature relating to these issues (CSR and CSV concepts) was used. Findings: The concepts of CSR and CSV can be applied to the marketing strategies of companies. This applies in particular to the organization of marketing in the enterprise, its mission, the selection of markets, the establishment of the buyer segment and the marketing-mix tools. There should be an extension of the marketing cell within the enterprise, which is responsible for creating the marketing strategy and incorporating shared value into the marketing-mix policy. The selection of buyer segments from the point of view of social needs will make it possible to create the company’s offer in the form of shared economic-social value and to include companies from local markets in its creation and distribution channels. Changes to product policy are also needed, which should include the creation of shared-value products. Research limitations/implications: Difficulties in understanding the distinctiveness of the concepts of CSR and CSV by companies. Further research should focus on these problems and the actions taken by companies as a result of these concepts. Practical implications: These include proposals to broaden the scope of marketing research conducted by companies and to focus their product innovation policies on products that create shared value. Originality/value: The text presents issues rarely discussed in the marketing literature on the need for companies to take into account in their marketing strategies changes in the environment, related legislation, the needs of local communities, high levels of buyer education and increasing consumer requirements towards product suppliers.

The Process of Sharing Knowledge in the Implementation of a Marketing Project: A Proposal for a Data Selection Model

The study addresses the problem of sharing knowledge, indicating its impact on the implementation of a marketing project in enterprises. All the considerations presented have been divided into two main parts, theoretical and empirical. The considerations presented in the first part include the characteristics of designing the company's marketing activities in the context of sharing knowledge. The next, second part of the study presents the possibilities of using information management in the process of sharing knowledge during the implementation of a marketing project. The third part discusses the processes of sharing knowledge in a marketing project. The next part describes the research methods. Subsequently, the study is an attempt to answer the research question - how does the sharing of knowledge create the implementation of the marketing project of the surveyed company? As a consequence of this question, the aim of the study was to develop a model of data selection determining sharing knowledge and information management during the implementation of a marketing project in an enterprise. The issue of sharing knowledge in the implementation of a marketing project is important and current due to its impact on decision-making processes in enterprises in the perspective of maintaining a competitive position on the market. The publication contributes to the discussion on the extent to which enterprises use sharing knowledge processes in order to gain a competitive advantage through the implementation of marketing activities.

A conceptual comparative approach on personal AI assistants and external service robots

Abstract In the past years artificial intelligence (AI) has become an important subject for both companies and consumer due to the growth of personal AI assistants and external service robots. It is clear that many aspects of our life are not like they used to be. The fact that every one of us is sooner or later going to incorporate various AI functions in daily routine activities becomes somehow certain. It is not only our home-life that is transforming, but also the way we, as consumers, are going to interact with different product and service providers. In this paper we provide a comparative literature review on the challenges and research topics regarding personal AI assistants and external service robots. While the personal AI assistants intervene more in the private sphere of the consumer, the relation to the external service robots is more distant. The results of our literature review show that the relation between consumer and external service robot is more characterized by interaction, enjoyment and engagement, it is expected to have a parasocial friendship relation between consumer and personal AI assistants. Taking this difference of perspective the two types of AI will be differently involved in the future business and marketing activities of companies.

ОЦІНКА ТА АНАЛІЗ ПОКАЗНИКІВ СПОЖИВЧОЇ ЛОЯЛЬНОСТІ У МАРКЕТИНГОВІЙ ДІЯЛЬНОСТІ КОМПАНІЇ

The article is devoted to the systematization, evaluation and analysis of consumer loyalty indicators. It is taken into account that the nature of consumer loyalty is formed by the behavioral and emotional features of consumer behavior and the concept of loyalty includes five main components: customers are completely satisfied with the quality of the brand, consumers want to keep in touch with the company, consumers intend to buy the brand regularly and make cross-purchases, consumers are ready to convey their positive purchase experience and recommend the brand to others, consumers are not intended to buy good/services of competing companies. Indicators of consumer loyalty to the brand are systematized and the following groups are proposed: indicators of actual purchasing behavior, cognitive indicators, perceptual indicators, indicators of behavioral loyalty and indicators of consumer attitude to the loyalty program. The group of actual purchasing behavior indicators includes the following indicators: Customer retention rate, Rate of loyal customers, Repeat purchase rate, Share of wallet, Churn rate, Cross-sales and up-sales metrics. The group of cognitive indicators includes indicators that characterize the level of consumer awareness of the brand, his intentions regarding future interaction with the company, as well as rejection of alternative products of competitors. It is highlighted that perceptual indicators are determined by measuring the consumer satisfaction index, which is derived from three manifest variables: the level of overall satisfaction, the degree of expectancy disconfirmation and brand performance (comparison to an ideal), as well as measuring consumer attitudes towards the brand. Indicators of behavioral loyalty reveal the consumer's behavioral relationship with the company, reflect heightened levels of brand involvement that in turn result in an increased information search about company marketing activities, its new products, discounts, event marketing etc. So an indicator of consumer communication activity through word of mouth and social networks, an indicator of consumer involvement in the company's marketing activities and an indicator of consumer communication with the company are outlined. It is noted that the results of the study are useful for companies to improve the effectiveness of marketing audit and implement a comprehensive assessment of the level of consumer satisfaction as well as increase the overall efficiency of its marketing activities.

Marketing concept of increasing adsaver service advertising activity

In the article has been considered the conceptual features of online marketing tools and noted the key problems of their effective application. There has been justified AdSaver service’s conceptual characteristics and identified comparative characteristics of the AdSaver service with competitors based on competitiveness’ secondary criteria. There has been focused on the attention importance of the company's marketing activities not only on advertising activity, but also on the process of creating proper customer service, which will enable companies to ensure the consumers’ commitment and loyalty for the long term. There has been determined the budget distribution of the advertising links’ typology according to the company’s key goals. There has been noted the conceptual characteristic features of the advertising links’ typology. There has been reasoned the advertising activity’s instrumental component of the AdSaver service in order to receive the key effective indicators of the business entities’ marketing activities. There have been determined the optimal CPI for each tool of the company's advertising campaign.

ОПТИМІЗАЦІЯ РИЗИК-МЕНЕДЖМЕНТУ ОБОРОТНОГО КАПІТАЛУ ТОРГОВЕЛЬНОГО ПІДПРИЄМСТВА

The article raises a number of problems related to the risk management of working capital of a trading enterprise. It is noted that the war against Russian aggression exacerbated the problem of formation and replenishment of working capital at trade enterprises. It is substantiated that risk management is a process of influence on the subject of economic activity, which provides the widest possible range of coverage of possible risks, their justified acceptance, reduction of the degree of impact of risks on the subject to a minimum, development of a strategy for the behavior of this subject in the event implementation of specific types of risks. It was established that the working capital optimization mechanism covers the following areas: improving the state of payables and receivables; short-term cash flow planning for individual counterparty enterprises and for the company as a whole; rationing and reduction of stocks, launch of management and control mechanisms to ensure the maintenance of stocks at an optimal level. It is proposed to develop and implement risk management tools for working capital and cash, which would involve the following stages: formation of an optimal organizational structure with a clear division of responsibilities; creation of a reporting management system; monitoring the effectiveness of inventory management, receivables and payables; determination of key performance indicators and creation of a system of motivating units for achieving the established indicators. It was determined that in the practice of domestic trade enterprises, it is advisable to apply the following methods of working capital management: rationing; ABC method; optimization. It is justified that in order to increase the efficiency of the use of the company's working capital, it is advisable to implement a number of measures in all spheres of the company's operation, in particular: improvement of the company's marketing activities; acceleration of the process of selling finished products; improvement of the settlement system for shipped products; effective management of receivables; expansion of cooperation with banking institutions regarding raising funds and carrying out settlements; compliance with contractual and payment discipline.

SEM як інструмент просування ВЕБ-ресурсів компанії

The aim of the article. The aim of the article is to study the features of search engine marketing (SEM), analysis of its components, metrics and software, comparison of organic and inorganic methods of promoting web resources, developing an approach to comprehensive assessment of the effectiveness of marketing activities in the online environment. Analyses results. Search engine marketing combines organic and inorganic methods of promoting a company's web resources. It consists of SEO (search engine optimization), PPC-marketing (pay per click marketing), ASO (app store optimization), SMM / SMO (social media marketing / social media optimization), ORM (online reputation marketing). Cross-analytics is also important for SEM, which allows you to analyze in detail the behavior of consumers on the web resource, as well as to assess the effectiveness of marketing activities. Companies that run their own businesses on the Internet often operate on a limited budget. There is a problem of which method of promotion is better to choose. In the short run, when it is important for companies to maximize profits and quickly attract new potential customers, an inorganic approach based on PPC technology is optimal. If the company has decided to improve the online reputation and increase the position of its own web resource, it is best to focus on organic methods of promotion, an important position among which is SEO. It should be noted, 70% of site traffic comes from organic search. However, in the long run, in order to get a synergistic effect from the activities, to build long-term relationships with their own customers, to optimize traffic, behavioral, commercial technologies of promotion on the Internet, the best solution is to use search marketing. The article compares organic and inorganic methods of marketing in search networks, identifies the basic metrics needed to evaluate marketing activities and software tools used to analyze and promote web resources. It is worth noting that according to research, the most popular metric among search marketing indicators is the lifetime value of the client (LTV), and popular services used by SEO and PPC-specialists are Seranking, Ahrefs, Netpeak Spider, Screaming Frog, All Positions, SimilarWeb, Megaindex. The scientific novelty of the study is the systematization of all components of search engine marketing, the refutation of all prejudices related to SEM. The article presents the author's own definition of search marketing, and we have developed an integrated approach to evaluating the effectiveness of the company's marketing activities in the Internet environment. Conclusions and directions for further research. In general, companies that make extensive use of search engine marketing technologies are succeeding in promoting web resources, attracting more and more new customers, and have a competitive advantage. Further research in this area consists of refining and practical testing of a comprehensive approach to evaluating the company's marketing activities in the Internet environment, detailed comparative analysis of organic and inorganic methods of promotion in B2C and B2B markets, integration of search marketing technologies with integrated digital marketing audit tools