Marketing Activities Of Enterprises Research Articles

ORGANISATION OF MARKETING ACTIVITIES IN AGRICULTURAL ENTERPRISES

The aim of the article is to identify the characteristics of the introduction and development of marketing activities in agricultural enterprises in order to increase the efficiency of their activities. Methodology. The theoretical and methodological basis of the study is a systematic approach to the study of economic phenomena and processes related to the marketing activities of agricultural enterprises. In formulating theoretical generalisations and formulating conclusions and proposals, the paper uses historical, abstract and logical, and monographic methods. Forecasting of indicators characterising the marketing potential of enterprise in the context of increasing labour productivity at enterprises, market parameters and substantiation of the choice of marketing strategy of agricultural producers is carried out using the methods of extrapolation and economic forecasting. The article uses general scientific and special research methods: abstraction and comparison, analysis and synthesis, graphical methods, deduction, economic and mathematical modelling, observation and comparison, and the logical method. The results of the study show that marketing instruments include methods of its implementation, i.e., advertising, sales, customer service, pricing policy, study of needs and demand, communication with consumers and the public. Calculation of a comprehensive indicator of efficiency of marketing activity of enterprises is an important direction of assessment of the status and level of development of the marketing complex at enterprise. The indicator makes it possible to promptly identify and eliminate deviations in achieving goals and fulfilling tasks, which affects the overall performance of the enterprise. The results of the study are presented in the form of tables, graphs, diagrams, and charts. Practical implications. Since the marketing activity of an agricultural enterprise is multifaceted, it is necessary to evaluate its effectiveness in the following areas: efficiency of implementation of marketing functions, implementation of the marketing complex and use of marketing resources. In order to assess the level of efficiency of marketing activities, it is necessary to analyse both strategic and tactical aspects of the agricultural enterprise. Value/originality. An important component of ensuring marketing activities in the agricultural market is the communication policy of the enterprise. A modern system for assessing the effectiveness of marketing activities should take into account the possibility of disseminating information via the Internet, which is an indispensable tool for obtaining up-to-date marketing information.

Defining a selection procedure of CRM systems for the information-analytical support to the marketing activities at an enterprise

The object of this study is digital marketing at an enterprise. The investigated problem is the lack of a sufficient level of systematic consideration of the task to use information communication systems and technologies in the marketing activities of enterprises. Availability of such a system would increase the company's potential in creating mutual value for the seller and the client when implementing relationship marketing technologies. It is shown that the information and analytical support of the enterprise's marketing activity can be presented as a tool of the enterprise's activity, functioning as an element of the enterprise's management system. Among the general criteria for choosing a CRM system, it is proposed to consider convenience and ease of use, flexibility of system settings for special business needs, price, simplicity. Such consideration of CRM systems and their capabilities provide economic effects that affect the profitability of the enterprise and prevent the impact of negative factors on the development of the company. The proposed procedure for choosing an adequate CRM system was verified on the example of a dental clinic, which made it possible to draw a conclusion about the feasibility of implementing a CRM system in the business under study. It is based on received estimates of short-term and long-term economic effects of the system's application. Calculated data are provided for support, which showed that the productivity of the administrator's work increased by 73.3 %, and the average duration of patient care by the doctor, taking into account the time of registration, decreased by 25 %. This is due to the fact that the system makes it possible to perform a quick search on the general electronic database, and the time saved at this stage can be spent on performing additional work

Ефективність використання інструментів e-commerce в розвитку маркетингової діяльності підприємств

The aim of the article is the theoretical and methodological substantiation of the use of e-commerce tools in the development of marketing activities of enterprises in turbulent economic conditions. According to the results of the carried out study, the volume of e-commerce trade is identified. Global e-commerce turnover amounts to approximately $6 trillion. This is 20-odd percent of the world’s total retail trade. Due to the different level of development (penetration) of information technology in each of the European countries, taken into consideration the data of the European E-Commerce Report 2023, it is worth noting that the share of online sales has increased significantly. The main factors influencing the difference in the number of sales between countries in the e-commerce segment are: development and application of e-commerce tools; integration of banking technologies into e-commerce; development of a network of logistics delivery centers; legal safeguards to protect consumers. The speed of updates of technologies and methods of their application in the field of e-commerce is high, so there is a necessity for constant monitoring of the functionality and experience in the implementation of innovative products. In order to save money on marketing activities of enterprises in Ukraine, it is recommended to increase the CRR (Customer Retention Rate). The main tools (directions) for improving efficiency in e-commerce are e-mail marketing, messenger marketing, remarketing campaigning using Google Ads, Facebook Ads and other advertising platforms.

Advancing digital marketing in Moldova: an analysis based on a sociological survey of entrepreneurs

The article presents the results of the study on the implementation of digital marketing in Moldovan enterprises. Based on a sociological study conducted by the author in May-June 2023 among entrepreneurs (N=131), the level of digital marketing usage, current trends, awareness of digital marketing technologies and tools, as well as the difficulties encountered by entrepreneurs in using digital marketing tools, are identified. The data has been processed using multiple correspondence analysis (MCA) and Hierarchical Clustering on Principle Components (HCPC) in the programming language R. The research is descriptive in nature, as it aims to gather empirical information that provides a comprehensive understanding of the phenomenon under investigation and its structural elements. Four clusters, each comprising enterprises of different sizes, were identified: 1) enterprises less advanced in digital marketing, 2) enterprises with complex marketing strategies but limited resources, 3) enterprises that combine traditional and digital marketing methods, 4) the most advanced enterprises in digital marketing. Marketing on social media holds a prominent position in the marketing activities of enterprises regardless of their size. SMEs face certain challenges in marketing activities overall and in the use of digital marketing tools, in particular. Previous research on this topic is quite limited, and this current study is unique in that it considers the issue in the context of SMEs and Central and Eastern European countries. We show that SMEs, along with large companies, can have complex marketing strategies and successfully use modern digital marketing tools.

Green consumption behavior prediction based on fan-shaped search mechanism fruit fly algorithm optimized neural network

Predicting consumption behavior is very important for adjusting supplier production plans and enterprise marketing activities. Conventional statistical methods are unable to accurately predict green consumption behavior because it is characterized by multivariate nonlinear interactions. The paper proposes an optimized fruit fly algorithm (FOA) and extreme learning machine (ELM) model for consumption behavior prediction. First, to address the problem of uneven search direction of FOA leading to insufficient search ability and low efficiency, the paper proposes a sector search mechanism instead of a random search mechanism to improve the global search ability and convergence speed of FOA. Second, to address the issue that the initial weights and hidden layer bias values of the ELM are randomly generated, which affects the learning efficiency and generalization of the ELM, the paper uses an improved FOA to optimize the weights and bias values of ELM for improving the prediction accuracy. Taking the green vegetable consumption behavior of Beijing residents as an example, the results show the optimization of the initial weight and threshold of ELM by the GA, PSO, FOA, and SFOA, the prediction accuracy of the GA-ELM, PSO-ELM, FOA-ELM, and SFOA-ELM models all surpass those of ELM. Compared with BPNN, GRNN, ELM, GA-ELM, PSO-ELM, and FOA-ELM models, the RMSE value of SFOA-ELM was decreased by 9.45%, 8.40%, 11.89%, 5.84%, 2.22%, and 2.69%, respectively. These findings demonstrate the effectiveness of the SFOA-ELM model in green consumption behavior prediction and provide new ideas for the accurate prediction of consumption behaviors of other green products with similar characteristics.

MODERN TECHNOLOGIES FOR THE FORMATION OF MARKETING MANAGEMENT STRATEGIES OF ENTERPRISES AS AN IMPERATIVE FOR THEIR INNOVATIVE DEVELOPMENT

The essence and features of the main modern strategies of marketing activity of enterprises are considered through the prism of the latest management trends. It is substantiated that the system of marketing strategic management of the enterprise is the basis of the efficiency of its activity, which affects competitiveness and determines the direction of further development. An analysis of the evolution of the species diversity of marketing tools was carried out. The stages of formation and development of the enterprise's marketing management strategy are revealed. It is noted that the use of marketing tools for the formation of the company's strategy increases the efficiency of management as a whole. The main elements of the marketing management system of the enterprise are studied. The need to introduce advanced, i.e. marketing-oriented, strategic enterprise management has been proven. The essence and general provisions of the evaluation of the effectiveness of the enterprise's marketing management strategy and directions for its improvement are substantiated. The essence and features of the main modern strategies of the marketing activity of enterprises are considered through the lens of the latest market trends. There are cases where enterprises succeed using modern marketing strategies to expand the horizons of their activities. Developed components of management of marketing tools, based on indicators of monitoring the existing level of satisfaction and loyalty of consumers due to mergers, acquisitions and innovations of new products by the main key players of the market. It is substantiated that the system of marketing strategic management of the enterprise is the basis of the efficiency of its activity, which affects competitiveness and determines the direction of further development in modern conditions.

Application of Internet Marketing Technologies in Marketing Activity of Enterprise

The purpose of the article is to determine the features of theoretical and practical research on the use of Internet marketing technologies and the improvement of marketing activities of modern domestic enterprises. Research methodology. During the study, the method of theoretical synthesis, generalization, structural analysis, observation and generalization, formalization was used. The article analyzes the role of Internet technologies in the commercial and marketing activities of a modern enterprise. The components of Internet technologies are defined. The necessity of application of such technologies during sales activity of the enterprise is disclosed. The specifics of Internet trading are identified. Internet marketing technologies are defined and systematized. The advantages of using Internet marketing as a tool for marketing communications of an enterprise are substantiated. The reserves of increasing the level of marketing activities after the use of Internet technologies are outlined. The practical value of the results obtained is the development of modern Internet marketing technologies to ensure the efficient operation of the enterprise and optimize certain business processes. The scientific novelty of the results obtained is the development of a mechanism for the application of Internet marketing technologies for the marketing activities of the enterprise. Conclusions. With the introduction of the Internet marketing complex, modern companies can automate the process of interaction with customers, provide personalized service at a convenient time, effectively organize feedback, quickly receive marketing information and make effective and informed decisions based on it. The use of such technologies allows companies to reduce administrative costs and increase sales, which leads to an increase in the efficiency of the firm as a whole. Key words: marketing, Internet marketing, innovative technologies, commercial activity of enterprise, Internet technologies.

Use of Artificial Intelligence for Marketing

The aim of the article is to investigate the opportunities of artificial intelligence in planning business processes in marketing and assess the impact of artificial intelligence in forecasting real marketing situations. Results analysis. The use of artificial intelligence in the marketing activities of trade enterprises is an effective tool and demand of the time. In the conditions of uncertainty and social challenges for business, it is the digitalization and technologization of product promotion processes that give an opportunity to preserve and develop it. The article examines the features of using artificial intelligence technology in marketing activities. The development of artificial intelligence technology is changing traditional marketing methods, increasing the effectiveness of modern marketing and reducing marketing costs. The study of the use of artificial intelligence technology to build a new marketing model of influence on the consumer is an important vector of marketing development, which will allow marketers to attract customers more effectively and determine their needs more accurately. Artificial intelligence makes it easier to work with databases to find potential customers, satisfy their needs and establish a good relationship between marketers and consumers. For example, the system can predict how certain changes in marketing campaigns might affect sales and profits. Other useful functions of artificial intelligence systems for marketing include the analysis of the effectiveness of marketing campaigns, the identification of new potential markets and the analysis of the competitive situation. In the course of the study, the stages of introducing artificial intelligence into the activities of trade enterprises, its advantages and efficiency in making management decisions are determined. The advantages of using artificial intelligence in SEO and SMM are determined. The significance of the synthesis of artificial intelligence and cognitive marketing is substantiated. Conclusions and directions for further research. Research results indicate that the introduction of artificial intelligence is an effective tool for the enterprise marketing activities, which expands the possibilities of demand forecasting, inventory management, and increases business profitability. Predicting changes in customer behavior is an indispensable function of artificial intelligence. Systems can analyze data about customers and their buying habits and predict how they will respond to certain marketing efforts. The application of artificial intelligence and cognitive marketing can help to understand and satisfy the needs of customers, allowing retailers to increase the effectiveness of marketing campaigns and make them more successful. Based on the conclusions about the effectiveness of the use of artificial intelligence in marketing activities of trade enterprises, the prospects for further scientific research will be the study of the relationship between cognitive marketing and artificial intelligence, which can help understand and satisfy the needs of buyers, and make marketing campaigns more successful.

FUNCTIONAL ASPECTS OF THE MARKETING MANAGEMENT SYSTEM OF CONSTRUCTION ENTERPRISES

The work is devoted to the problem of formation and development of marketing in Ukraine. To reveal the eight stages of the marketing market, under the process of enterprise marketing management analysis, planning, implementation and supervision of activities that have a program, strengthen and promote beneficial exchange with targeted purchases.Based on the conducted research, it can be concluded that theoretical approaches to the formation of management of marketing activities of enterprises continue their development in the work of scientists. The central place in this issue is occupied by management functions: planning, organization and control of marketing activities of economic entities.It is clear that real estate requires significant financial resources, and geomarketing helps developers allocate their budgets more effectively by identifying areas with high potential, conducting personalized marketing activities tailored to specific areas of a city or region or demographic group, increasing the relevance of messages for buyer results or future ones. tenantsAn assessment of the riskiness of construction in the regional markets of Ukraine was carried out. There are three levels of risk. Seven regions have the highest degree of risk (Zaporizhia, Kirovohrad, Mykolaiv, Sumy, Kharkiv, Kherson, Chernihiv regions). Vinnytsia, Zakarpattia, Ivano-Frankivsk, and Lviv regions can be classified as regions with a certain high level of risk, where the recovery has already begun, which has worsened both the increase in real estate prices and the recovery of most of the objects. Other regions are in the zone of comparative risk, it is expected that the drop in sales volumes here will be from 74% in the city of Kyiv to 99% in the Rivne region. If the development company already has facilities for these purposes, then it is possible to recommend the restoration and the implementation of stimulating requests for marketing activities, and if the construction of the facilities is only planned, then a thorough market study and risk assessment should be carried out.The proposed indicators can provide construction enterprises with a comprehensive understanding of the effectiveness of their marketing activities. Adapting the choice of indicators to the specific goals and strategies of the enterprise is crucial for accurate performance diagnosis and continuous improvement

RELATIONSHIP AND BENEFITS BETWEEN MARKETING STRATEGIES AND CONSUMER BEHAVIOR

RELATIONSHIP AND BENEFITS BETWEEN MARKETING STRATEGIES AND CONSUMER BEHAVIOR

Modern strategy and tactics development algorithm of internet marketing on the B2B market

In the modern economy, there are accelerated processes of transformation of business models that support the trends of economic globalization development. The relevance of the study is due to the need to model the marketing activities of enterprises, to follow consistent, both strategic and tactical, steps, especially in the B2B sector that have entered the online market, to improve the marketing performance of the enterprise and effectively achieve its strategic goals. The purpose of the article is to study the peculiarities of Internet marketing in the B2B segment and to determine the main strategic and tactical steps of its implementation. According to the method of scientific abstraction, the dependence between the toolkit for Internet promotion and the effect of its implementation in the activities of enterprises in the B2B sphere was revealed. Also, analysis and synthesis are used as methods of research in which a complex economic process or system is divided into constituent parts, elements, and subsystems, and all of them are studied separately. The work used a synergistic approach in research. The article analyzed the facts and investigated the state of the use of Internet marketing tools in the global B2B market. The result of the work is to propose the design of a modern algorithm for the development of Internet marketing strategies and tactics in the B2B market. These will allow enterprises of the B2B sector to choose efficient modern Internet marketing tools, taking into account their characteristics and the characteristics specifics of customers. The practical value of the algorithm lies in the fact that a logically consistent, connected, and timely set of steps for Internet promotion stimulates sales managers and, accordingly, affects the results of their activities, helps marketing managers and managers to make the company the most competitive and successful in its segment

MARKETING ACTIVITY OF ENTERPRISES AS AN OBJECT OF CHANGE

In the conditions of the formation of technological independence of Russia, the most important task is to ensure the market orientation of the production capabilities of domestic enterprises. The dynamic nature of the external environment of enterprises implies constant changes in the criteria of competitiveness and efficiency in their activities, which leads to the emergence of new business goals, new tools and methods of work, changes in the ownership structure, relationships, the development of new functions and directions, diversification and integration. Changing business goals requires the transformation of the marketing activity of the enterprise - the integration of marketing into the strategic management system, the creation of business value factors, the formation of market partner assets, the development of new directions, what makes the task of researching the marketing activities of an industrial enterprise as an object of change relevant. The article is devoted to the systematization of the objects of changes in the marketing activities of enterprises. The methodological basis is the traditional methods of scientific analysis, methods of economic and mathematical statistics, technical, economic and logical analysis, systematization and ranking. The systematization of objects and spheres of changes in the marketing activities of enterprises has been carried out. The presented systematization of the objects of changes in the marketing activities of enterprises allows us to develop general conceptual provisions of the methodology for managing changes in marketing activities, to specify the process of managing changes in order to increase the effectiveness of marketing activities directly at the enterprise.

ПИТАННЯ ІНТЕГРАЦІЇ ESG КОНЦЕПЦІЇ У МАРКЕТИНГОВУ ДІЯЛЬНІСТЬ ПІДПРИЄМСТВ

The article examines the main issues of integrating the ESG concept into the marketing activities of enterprises. The main components of the ESG concept are highlighted: environmental, social and management aspects. Three main stages of integration of the ESG concept into the marketing activities of the enterprise are distinguished: audit of the values of the enterprise brand (values are the basis of any brand of the organization, they are especially important when defining and forming views on ESG, therefore it is important to create a message that will correspond to the values of the organization and cause authenticity and organicity); analysis of the company's mission (a mission that reflects ESG principles can contribute to the formation of commitment and increase loyalty to the organization) and setting strategic goals (development of a vision and marketing plan that will include elements of corporate social responsibility, as well as guidelines for the development of the organization's brand in order to achieve goals ESG). It is emphasized that when implementing ESG concepts in marketing activities within the framework of the concept of sustainable development, it is important to avoid situations where marketing actions exceed the actual efforts of the enterprise in the field of sustainable development, as this can lead to reputational risks known as greenwashing. It is proposed to use the following approaches when applying the ESG concept to the marketing activities of enterprises: the use of a holistic communication plan with unique messages and content; development of a PR strategy for interaction with the external environment to create a positive image of the enterprise in the field of ESG; effective storytelling with a focus on results; the importance of personnel; use of affiliate programs. It has been established that the main goal of introducing the ESG concept into the marketing activities of enterprises is the formation of a unique niche for the enterprise on the market and in the awareness of consumers, based on the creation and consolidation of a positive image of the enterprise or its product, based on important aspects of the ESG concept and the use of sustainable development marketing tools. This approach is especially relevant in the conditions of an unstable environment, fierce competition and information overload.

Bibliometric analysis of publications on leasing

Introduction. The relevance of leasing issues for Ukraine is due to the fact that its economic and social development is largely influenced by the amount of investment in the fixed assets of enterprises, which ensures their competitiveness, promotes the development of small and medium-sized businesses and the creation of new jobs. In this regard, it is necessary to provide a scientific and methodological basis that will become the ground for the spread of leasing and its development in Ukraine.. The purpose of the work is to conduct a quantitative bibliometric analysis of scientific publications on leasing based on the international scientific database Scopus from Elsevier. Methodology. To achieve the goal, general scientific methods of analysis and synthesis, logical generalization and comparison were applied, graphic and tabular methods were used to present the research results. The built-in toolkit of the Scopus international database from Elsevier was used to conduct the bibliometric analysis. The analysis was carried out on the basis of publications indexed in the Scopus database in the period from 1992 to 2022 for the query «leasing». To increase the accuracy of the search, the search results were limited to certain subject areas. In total, 1,325 publications were processed, among them 789 were scientific articles. Results. As a result of the conducted research, a growing trend of the spread of scientific research on leasing issues in the world with stabilization at a high level in recent years was revealed. The largest number of publications on leasing during the analyzed period was recorded in 2011 (91 publications) and in 2019 (79 publications). The geography of publications showed that researchers from the USA, China, the European Union, the russian federation, and Great Britain made the greatest contribution to the development of leasing issues. Their scientific research was financed mainly from the funds of state institutions. The analysis of the most cited publications in the field of operational and financial leasing revealed the emphasis of researchers on the marketing activities of enterprises and ensuring their competitiveness. The obtained results of the study make it possible to determine the actual problems of organizing, conducting and controlling activities in the field of leasing, taking into account temporal, geographical and subject dimensions.

ІДЕНТИФІКАЦІЯ ТОЧОК ДОКЛАДАННЯ ЗУСИЛЬ ТА МОДИФІКАЦІЯ АЛГОРИТМУ ЦІНОУТВОРЕННЯ В МАРКЕТИНГУ

The article clearly states that pricing in marketing is a system of interrelated methods, concepts, tools, factors, etc., integrated into the market environment, which are united by the typical task of any economic system: maximizing efficiency while minimizing resource costs. A typical approach to price formation in marketing is described, an approach where the price formation process determines the setting of pricing goals as the first step, and the general sequence of price calculation stages is schematically presented. It is stipulated that in marketing activities, pricing is carried out taking into account three main factors: costs, demand and competitive environment, which are related to each other as follows: costs (appearing in the form of cost price) determine the lower limit of the price; demand (the amount of a good that consumers can buy at a given price) determines the upper limit of the price; awareness of the competitive environment allows for price positioning, the price scheme in marketing pricing is also presented. It has been demonstrated that there are objective market circumstances, in view of which the enterprise has no influence on the price situation, and therefore there is no point in spending resources (of various kinds) and efforts on the development of a price policy; and there are market circumstances when the role of price strategy is important and the enterprise must be active in matters of pricing. t is stipulated that one way or another, the pricing policy is focused on the consumer, and the consumer (a person, a group of consumers, a target audience) is the core, in relation to which marketing tools, methods and concepts are applied to satisfy this consumer, while the preferences and consumer goals of people are very different , a product that is practically worthless to one person can be extremely valuable to another, therefore, determining the value of a specific product for a consumer and strengthening the value of this product for him allows to reduce the sensitivity of consumers to the price, which in the process of price positioning allows to reduce the sensitivity of the consumer to prices and bring the price as close as possible to the upper limit of the price determined by demand. Based on the theoretical basis, information from open sources and own research, an algorithm for identifying points of effort in marketing pricing has been developed, which is quite simple and convenient in practical use and involves: 1. Determination of the type of competitive environment for the type of activity under study; 2. Determination of the need for activity of the subject of pricing; 3. Determining which "activity" is needed: price or non-price. It is emphasized that the application of this algorithm will allow efficient use of time and resources in the marketing activities of enterprises.

DIDITAL - TECHNOLOGIES IN AUTO TRANSPORT ENTERPRISE MANAGEMENT

The article examines the Internet - technologies that are currently used in the marketing activities of enterprises. Modern types of Internet technologies are installed. The conceptual apparatus between Internet technologies and Internet marketing is established. Internet technologies have become a key tool for the development and effective marketing activities of enterprises. They open up many opportunities to promote products and services, interact with customers and build a strong brand. Internet technologies and Internet marketing interact and interact with each other, creating an integrated approach to business development and promotion of goods or services. These areas are closely related and interact to achieve strategic business goals. The use of modern Internet technologies helps businesses effectively promote their products or services, interact with the audience, and improve marketing strategies. The advantages and disadvantages of using modern Internet technologies are revealed. It has been established that the number of Internet users is increasing every year. The tendency to increase the number of users is also observed in the Ukrainian segment of the Internet. In 2021, the Internet Association of Ukraine published the results of a quarterly survey of the Ukrainian Internet audience. According to the research, 21.6 million users use the Internet in Ukraine. Among modern European countries, Ukraine ranks 9th, 15.3% of the population actively uses the capabilities of the global network. In relation to neighboring countries, this indicator is low, because almost a quarter of the population of Poland (22.5%) actively use the Internet for commercial and personal purposes. The overall rate of Internet access has increased from 30% in 2007 to more than 63% in 2021. The study of scientific works shows the interest of the scientific world in conducting modern business with the help of Internet technologies. Many authors determine that the use of Internet technologies is the key to effective management of enterprises. The article defines the main features of the traditional market of conducting business and through Internet technology channels. The main features of the traditional market of doing business and the market through Internet technology channels can be quite different due to the difference in approaches, interaction with customers and characterization of doing business in these two environments. Both approaches have their advantages and disadvantages, and the choice between them often depends on the specifics of the business, the target audience and the strategic goals of the company. In today's world, many companies combine both strategies, thus creating an integrated business model.

ВЛИЯНИЕ ТАРГЕТИРОВАННОЙ РЕКЛАМЫ НА ЗАВИСИМОСТЬ МЕЖДУ КОЛИЧЕСТВОМ ПОРАЖЕННЫХ МИШЕНЕЙ И ДОЗОЙ РЕКЛАМЫ

The article monitors the main preferential positions of the use of targeted advertising, which are indicated in scientific articles of well-known scientists and systematized. Marketing communications in the period of structural transformations are constantly updated and modernized and acquire an innovative style of the latest developments and promotion channels. Communications in the marketing activities of enterprises and organizations conduct a chain of relationships between the company and the consumer, by informing consumers about available products, goods and services, form mutually beneficial relationships and are aimed at meeting the needs of customers and getting the maximum effect from interaction. The principle of hitting the target using targeted advertising changes in the trajectory of bringing information to the consciousness of the consumer and potential client in the form of an advertising video. Such processes are described by the Poisson distribution, and the probability of a reaction is determined by the formulas presented in the article. The relationship between the number of affected targets and the dose of advertising when using targeted advertising based on the target principle has been studied. It was determined that even with a very large number of “shots”, a certain number of objects were not affected, i.e. an increase in the impressions of commercials practically does not lead to a consumer response and it is desirable to stop this advertising campaign due to reaching the limits of its effectiveness. The article shows the graphical dependence of the proportion of unaffected targets (i. e., non-responsive consumers) on the dose of the received advertising information.

КЛІЄНТООРІЄНТОВАНІСТЬ У МАРКЕТИНГОВІЙ ДІЯЛЬНОСТІ АЛКОГОЛЬНОГО ХОЛДИНГУ «GLOBAL SPIRITS»

The alcohol industry is developing in line with the general trends of the economy, but it is also characterized by certain specific features: on the one hand, this direction of production provides the state with considerable profits, which the state uses for the development of the state and the needs of the population, on the other, the negative impact of this industry on "health" I am the nation", because the consumption of alcoholic beverages is dangerous for the health of citizens. Therefore, the enterprises of the alcohol industry are in the field of macro-environmental factors, in particular: counter-marketing of the state, the task of which is: to convince consumers to abandon the consumption of alcohol products. Counteractive marketing is an objective reason for insufficient customer orientation of alcohol industry enterprises. But, in addition to the influence of counter-marketing, there is also a lack of understanding of the essence and approaches of customer orientation of manufacturing enterprises, which negatively affects the state of the alcohol market and restrains its qualitative development. Orientation of the activities of alcohol industry enterprises on customer orientation can lead to a significant increase in competitiveness and an increase in the level of income and profitability. Therefore, the issue of client-oriented marketing in the market of alcohol products is relevant even in the conditions of counter-marketing. A client-oriented approach focuses attention on adapting the business to the client, creating a unique consumer value in a specific market segment. A customer-oriented company builds a long-term relationship with the customer and tries to satisfy his needs. This approach provides competitive advantages and allows you to successfully develop your business, despite the high competition in the niche. A customer-oriented brand allows the company to obtain additional profit due to the quality of goods, a high level of service, comfortable conditions of purchase and attentiveness to each customer. A customer-oriented company gains an advantage in the market and bypasses competitors focused on earnings and quick sales of goods. The article reveals the features of customer orientation of alcohol industry enterprises, investigates the reasons for significant changes in the alcohol business, which require the introduction of a customer-oriented approach in the marketing activities of enterprises. The directions of the client-oriented approach of alcohol industry enterprises have been determined. A system of measures of a client-oriented approach and key tasks of implementation of a client-oriented service is proposed.

Discussion on the Application of Project Management in Enterprise Marketing Activities—Take the XX Enterprise as an Example

Discussion on the Application of Project Management in Enterprise Marketing Activities—Take the XX Enterprise as an Example

FORMATION OF THE MARKETING STRATEGY OF SMB COMMUNICATION ENTERPRISES

One of the main criteria for the success of SMB enterprises is the increase in the number of sales, but this criterion cannot be met if the marketing strategy is not good enough. Marketing strategy is an important element of modern enterprise management. The presence of unsolved and debatable issues regarding the formation of the marketing strategy of SMB segment enterprises led to the choice of research issues. The purpose of the article is to consider the problem of forming a marketing strategy of small and medium-sized communication enterprises. The article analyzes the peculiarities of marketing activities of enterprises belonging to small and medium-sized businesses. Specific features unique to small and medium-sized businesses are identified and given. Strategies that can be used at SMB enterprises are summarized. Having a well-thought-out formalized marketing strategy, its adaptation to the conditions of the enterprise allows to use the strategic advantages of a small enterprise. The factors preventing the full implementation of the marketing strategy in the activities of small and medium-sized businesses are indicated. In particular, the most important of them are: the intuition of marketing activity, the lack of consistency between the marketing strategy and other strategies at the enterprise, the absence of a separate specialist who would professionally deal with marketing issues. Without this strategy, it is impossible to define the target audience, understand their problems and offer their solutions. In order to attract the attention of small business customers, a marketing strategy should be prepared and consider that to gain an edge in the industry, you need to offer something new, consistent and smart. It is worth valuing networking, looking for non-obvious methods of promotion, cooperating, establishing publicity and valuable relationships, asking for reviews and opinions of customers.