Marketing Activities Of Enterprises Research Articles

ФОРМУВАННЯ ПОРТФЕЛЮ ІНСТРУМЕНТІВ ЦИФРОВОГО МАРКЕТИНГУ ПІДПРИЄМСТВА В УМОВАХ ВІДНОВЛЕННЯ ЕКОНОМІКИ УКРАЇНИ

The article examines the peculiarities of the period of post-war recovery of the Ukrainian economy and their influence on the composition of the portfolio of digital marketing tools of enterprises. The purpose of the article is to develop an algorithm for forming a portfolio of digital marketing tools for an enterprise in the period of post-war recovery, to clarify the concept of a "portfolio of digital marketing tools of an enterprise." It is substantiated that in the post-war period, the provisions of the concept of anti-crisis marketing will be relevant for planning the marketing activities of enterprises. The most common digital marketing tools are identified. The definition of the term "portfolio of digital marketing tools of the enterprise" is proposed. An algorithm for forming a portfolio of enterprise digital marketing tools has been developed. It was determined that the audit of the enterprise's marketing activity is the foundation for the formation of the enterprise's portfolio of digital marketing tools. It was determined that conducting marketing research will contribute to increasing the accuracy of the planning of the enterprise's anti-crisis marketing program. It is proposed to apply decision-making criteria in conditions of uncertainty and risk when choosing optimal alternatives for achieving the company's marketing goals in the post-war period. It was determined that monitoring the level of rationality of the company's portfolio of digital marketing tools is a necessary condition for controlling the company's marketing activities. The expediency of focusing on a proactive strategy in the implementation of marketing activities has been investigated. It has been studied that in recent years the tools of digital marketing have been constantly improved and this allows it to be considered as an opportunity to spend the marketing budget of enterprises more rationally. The portfolio of digital marketing tools can include content marketing, SEO, contextual and targeted advertising, advertising in social networks, e-mail marketing, influencer marketing, lead generation, complex analytics, viral marketing.

Modern development trends of marketing technologies in Ukraine

Introduction. The modern stage of the development of the Ukrainian economy requires a constant search for the latest business tools and technologies. Technologies for promoting products and services to the market are gaining special relevance. Marketing activity requires creativity, new ideas and new innovative technologies. The purpose of the paper is to analyze modern marketing technologies used in Ukraine and to identify the main trends in their development. Results. Since the beginning of the 21st century, marketing concepts have undergone significant changes due to globalization, the spread of remote services, economic crises, and changing consumer preferences. Well-known marketers predicted a transition from traditional marketing technologies to new tools, an increase in the quality of goods, an individual approach to customers and a systematic approach to the organization of companies. In 2024, in Ukraine, we highlight the following groups of marketing technologies: use of the latest IT for advertising, information collection and analysis technology, focus on consumer identity, data protection, and innovations in communications. In particular, mobile marketing is gaining popularity due to the growing number of smartphone users, the active use of video content, and the involvement of bloggers and influencers. An important role is played by social networks, which integrate with e-commerce, facilitating shopping directly through social networks. Artificial intelligence technologies contribute to deep personalization and automation of marketing processes, and voice search stimulates the adaptation of content for conversational search. Custom content and socially responsible marketing increase brand authenticity. Considerable attention is paid to privacy and data protection. Innovative technologies such as AR and VR are changing the perception of information, creating new opportunities for interaction with customers. Conclusions. The development of digitalization in Ukraine and the world introduces new trends in the marketing activities of enterprises. Traditional technologies are being replaced by digital technologies that are more progressive and convenient for consumers. At the same time, enterprises should be clearly aware of the need to segment the market and identify customers who are ready to accept new trends in the use of modern, innovative marketing technologies. The further development of the enterprise depends on the thoughtful work of marketers and correctly defined marketing technologies.

IMPROVING THE MARKETING ACTIVITY OF THE ENTERPRISE: THEORETICAL AND APPLIED PRINCIPLES

The article is devoted to studying the theoretical and applied features of the enterprise's marketing activity and the search for ways to improve it. As a result of the retrospective analysis of the existing approaches to the interpretation of the concept of "marketing management", the paper synthesized the key and most significant of them and outlined their main characteristics in market conditions. The research proposed to form a management system for interaction with regular and potential customers to improve the management system of the enterprise's marketing activities. Moreover, the article proposed to speed up communications within the enterprise and the speed of making managerial decisions regarding marketing activities, which will contribute to the qualitative reorganization of the enterprise's marketing system. The main interrelated elements of the enterprise's marketing information system are defined, which are aimed at ensuring all directions and functional areas of the enterprise's activity. As a research result the study developed a theoretical model of management of the company's marketing tools, which is designed to contribute to the improvement of the marketing activity management system by increasing the effectiveness of marketing communications at the company.

FEATURES OF MANAGEMENT OF MARKETING ACTIVITIES OF ENTERPRISES IN TOURISM: INVARIANT APPROACH

It is investigated that the tourism industry is an integral part of the national and world market and is considered as a promising direction of development in the world. This industry ranks second in the world economy after the computer and electronics industries. It is proved that the tourism industry is ahead of such industries as oil refining and automotive. The development of tourism became possible due to the scientific and technological progress of society and the introduction of a system of marketing management of tourism enterprises, that is, the creation of a market infrastructure. It is substantiated that management of marketing activities of tourist enterprises requires constant analysis of market trends, creativity in developing strategies and flexibility in responding to changing market conditions. Marketing and the marketing system are such basic phenomena that they cannot be considered as a separate function of business. It is investigated that success in business is determined not so much by the product that it offers as by its consumers. All definitions hide three aspects of the concept of marketing: the active aspect - market penetration; analytical aspect - understanding of markets; ideological aspect - way of thinking. Most often, one can observe trends in the decline of the concept of marketing to its active dimension, that is, to a series of sales techniques, and an extreme underestimation of its analytical aspect. It is analysed that in modern conditions of management the effective development of enterprises of the tourism industry of Ukraine is complicated by martial law, difficult economic and political situation; increased competition due to the lack of a proper system for coordinating the activities of the enterprise. In this situation, a significant interest for domestic enterprises of the industry is a modern marketing concept, the introduction of marketing measures in the management of enterprises, advanced methods of marketing influence on the formation of market demand, the competitive position of the tourist enterprise. It is proved that effective management of marketing activities of enterprises in the field of tourism is a rather complex economic, organizational and social phenomenon. This management requires a long process of activity, which should take into account the possible change in the state of the object of control, the emergence of the latest laws, principles and methods. The system of management of marketing activities of tourist enterprises includes knowledge, skills, abilities, information and human technologies of business communication of actual and potential consumers of the tourist product and managers of the enterprise

A Review of Research on Pricing Strategies and Pricing Factors of Enterprise Products

As one of the core strategies of enterprise marketing activities, product pricing has an important impact on the market share, profit level and brand image of enterprise products. There are many factors that enterprises consider in product pricing, such as cost, customer demand, brand awareness, market penetration, market trend, market development prospects, market competition environment, policy and other factors, which are important factors affecting enterprise product pricing. This paper firstly introduces the importance of product pricing in marketing strategy, combined with the nature of domestic and foreign enterprise products, and then summarizes the pricing strategy, pricing method and applicable conditions of enterprise products, and analyzes the pricing factors and influencing mechanism of enterprise products. Then, it summarizes the product cost, product types, customer demand, price elasticity, consumer behavior, sales channels, etc. Finally, it summarizes the shortcomings of existing literature research.

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.

Просування бренду підприємства в соціальних мережах (SMM)

The domestic economy is going through the most difficult period in its history. Martial law has significantly reduced the productivity and overall efficiency of Ukrainian enterprises, which are already in a difficult position after the COVID-19 pandemic. Domestic companies are forced to adapt to modern conditions and look for ways to survive. Effective business management is impossible without constant adaptation to changes in the market. Even before the start of the pandemic, most companies actively used social networks to spread information about the brand and attract new customers; the beginning of the introduction of quarantine measures, the self-isolation regime, forced companies that previously did not use social networks as a tool to promote their business, to review their approach and rethink their strategy. This became necessary in order to adapt to the realities of the time, where access to customers and the market proved to be difficult due to the limitation of physical contact. Some companies that previously ignored social media have been forced to re-establish or create a presence in these networks, as it has become a strategic necessity to stay in touch with their customers and provide appropriate promotional support for their products or services. Thus, the lockdown became a catalyst for the activation of the presence of companies in social networks, which helped them adapt to new conditions and increase their online activity in order to support business. The experience that the companies acquired during the pandemic became one of the foundations of the successful functioning of domestic enterprises during the period of active hostilities. The purpose of the present study is to out-line the theoretical and practical foundations of promoting the company’s brand in social networks (SMM) using modern information marketing tools. An analysis of scientific research by foreign and domestic economists has been carried out. The current position of SMM as a tool for enterprise promotion in the information space is analyzed. The expediency of promoting a business brand in social net-works using the example of an express delivery company is revealed. It is found that the use of social networks as a tool for brand promotion is one of the most attractive and promising ways of developing the marketing activities of enterprises. Promotion of the company’s brand in social networks will con-tribute to increasing the company’s competitiveness, as well as help to develop new sales markets. Al-so, promoting the brand in social networks provides the company with advantages in the form of: minimization of possible negative variables during the pricing process; consolidation of social opinion regarding the individuality and uniqueness of the service provided or the product produced. The article examines the essence of the brand as a grouped reflection of entrepreneurship in the social and informational environment. The need to actively maintain official pages in social networks in order to in-crease the efficiency of the company’s activities is argued. The need to analyze the external conditions of the company’s activity in the process of developing marketing measures has been determined and substantiated. It has been proven that in today’s world, the developed and active presence of an enterprise in the social networks becomes a guarantee of the client-oriented direction of the enterprise. It is substantiated that the activation of the enterprise in social networks allows to raise the general image of the company, and therefore to increase the efficiency of advertising measures for the promotion of a product or service.

Ефективність та особливості управління маркетинговою діяльністю на підприємствах в умовах воєнного стану

The aim of the article is to study the efficiency and features of management of marketing activities in enterprises. Analyzing the latest research and publications of scholars, the general theoretical foundations of the features of management of marketing activities at enterprises are considered. The article highlights and theoretically substantiates the efficiency and features of management of marketing activities of enterprise, taking into account the conditions of martial law. In the context of the introduction of market relations in Ukraine, there is a need for a new business culture, one of the carriers of which is marketing. Due to the fact that competition in the market is increasing, entrepreneurs must organize economic activities in such a way that the highest results are achieved, and the relevant costs are the lowest possible. Business conditions have become much tougher, commercial activity is significantly reduced, and consumer interest in shopping is significantly reduced. Because of this, it is necessary to adapt in time and deal with the challenges that entrepreneurs face every day. That is why adaptation on the basis of marketing is one of the most important ways to continue your own business. In this regard, a modern enterprise should primarily focus on economic effectiveness. This can be achieved only by prioritizing the interests of the consumer. However, it should be remembered that only copying the experience of marketing activities of Western countries cannot bring the expected results within the framework of domestic realities. In addition, we should not forget that there is a war going on in the country, and all this has a significant impact on marketing activities. Undoubtedly, people are trying to save more and analyze their purchases more carefully, dividing them into what you can and cannot do without. That is why it is worth offering only high-quality products that are currently popular. It should be noted that in the conditions of crisis, only those enterprises that act actively and apply a set of measures to manage the enterprise on the basis of marketing, using marketing tools, survive and function.

ІННОВАЦІЙНІ МАРКЕТИНГОВІ СТРАТЕГІЇ ГАСТРОНОМІЧНОГО ТУРИЗМУ В ЗАКАРПАТТІ

The article states that the main direction of marketing activity of enterprises of the hotel and restaurant industry is their marketing strategy, the main tasks of which include: defining the mission of the enterprise, its goals and objectives; formation of target markets with determination of the range of products and services; organization of the sales system taking into account a competent price policy, an effective advertising campaign; optimal selection of suppliers, etc. It is noted that, using the example of the Transcarpathian hotel and restaurant complex, with the help of such effective tools as e-mail, SMS and SMM mailings, marketers establish personalized communication with guests, establish closer relationships and increase the loyalty of their customers. It is noted that marketers today call social networks the most effective way to promote gastronomic products, thanks to which the opportunities to reach the widest possible audience have significantly increased. It is emphasized that Instagram and Facebook platforms are considered to be particularly popular, with the help of which the role of the appearance and forms of presentation of such products with the use of beautiful tableware and the creation of bright photo and video materials has significantly increased. It has been proven that marketing innovations have a positive effect on the development of gastronomic tourism infrastructure, which in turn affects the creation of culinary establishments where you can learn how to prepare local dishes, the opening of new restaurants with national cuisine, the development of chains of specialty stores, for example, honey, cheese, etc. It is emphasized that the fans of gastronomic tourism are especially attracted by unexpected taste combinations of ingredients, for example, in such seemingly incompatible dishes as sausage with plum jam, which the Transcarpathians call lekvar, local candies «Shkvarky in chocolate», fern soup, etc. It is noted that the «Gastronomic Tourist Route» developed for Transcarpathia includes the following services: such as: visits to national restaurants of Transcarpathia at the guests' choice (Hungarian, Slovak, German, Polish, Roma, Hutsul, Romanian, Jewish, Slovak, Czech, Austrian); participation in gastronomic festivals of Transcarpathia throughout the year; familiarization with the history and recipes of national cuisine in accordance with the seasons; participation in the preparation of various national dishes and drinks; participation in national holidays related to multifaceted national gastronomy; visiting the best wine tasting halls of Transcarpathia (Uzhhorod, Berehovo); tastings of wine, cheeses, honey, liqueurs, brandies, tinctures made according to traditional recipes of the peoples of the region. It is noted that among the directions of innovative research in the development of gastronomic tourism in a certain region, such know-how should be singled out as: clarifying the purpose and content of gastronomic tourism, which are distinguished by novelty; application of new methods of organizing gastronomic tours and culinary festivals; optimal use of the achievements of the development of gastrotourism at the local levels of destinations and territorial communities; implementation of marketing know-how when introducing a new gastronomic tour product to the market; possibilities of tourist clustering of the region, etc. It is also noted that marketing innovations can be implemented at various levels of development and provision of specialized gastro-tourism services, as they have a positive effect not only on the sale of specific products, but also on the tourist competitiveness of destinations and the region in general. It has been proven that the process of reengineering with an accented gastronomic aspect is capable of deepening the development of more effective strategies for increasing one's competitiveness. It is emphasized that a more in-depth study of festival gastronomic (culinary) tourism is promising

Удосконалення маркетингової діяльності підприємства засобами цифрових комунікацій у соцмережах

Attention in this article is focused on the substantiation of the applied principles of building long-term relationships of interaction between customers and enterprises in the face of modern challenges. The aim of the study is to substantiate and develop recommendations for improving the marketing activities of enterprise by means of digital communications in social networks. To achieve this goal, formal, dialectical and specific methods were used, in particular structural and logical analysis, desk research, content analysis. The article consistently reveals the mechanism of the process of promoting goods/services through digital channels of social networks. The stages of promotion of goods/services through digital channels of social networks are systematized. To carry out monitoring and analytics, it is proposed to use a combined approach, using marketing services and built-in Instagram analytics. The features of the application of the main engagement metrics of the target audience in the Instagram social network are described: ER (engagement rate) and ERR (involvement in the post). Approbation of marketing tools in social media on the example of a manufacturing enterprise has been carried out. The tools for building digital communications in social media are studied. The relationship between personal sales (in salons), sales promotion through an Instagram business account, the launch of paid targeted advertising and the use of influencers or industry experts for cooperation is substantiated. Recommendations for improving marketing activities have been developed. The main directions of improving the marketing activity of enterprise by means of digital communications in social networks are presented. Among them, the following are identified: the closest interaction with their customers through the development of digital communication channels; finding solutions that can affect competitiveness through the formation of a value proposition for a specific product; increasing the recognition of the enterprise’s products in the market, which will allow you to reach a wider audience and gain the trust of consumers.

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