Marketing Management Process Research Articles

Marketing management in the activity of agricultural enterprises

The article studies the role of marketing management in the activity of agricultural enterprises. The agricultural sector is one of the key sectors of the Ukrainian economy, the core component of which is agricultural production. The findings of the article show the fact that a significant number of agricultural enterprises are unprofitable, with their share in the total number of enterprises accounting for 13.3%. Their performance largely depends on the impact of the extremely complex, dynamic and uncertain environment. The article suggests that only the businesses possessing the ability of adequate adjustment to the environment with taking precautions against negative effects timely and using opportunities the fullest ensure their competitiveness and profitability of their activity in the long run. The article determines marketing management tools to be relevant for ensuring successful operation of agricultural enterprises under modern conditions, for there is a need to find new approaches to managing enterprise activities. The article reveals the essence of marketing management; offers the interpretations of the concepts of "marketing management" and "management of marketing" given by the Ukrainian scientists and foreign researchers; and studies the difference between them. The article suggests that marketing management is a broader concept than management of marketing due to the fact that it is management of all general and individual functions of enterprise, as well as all divisions of enterprise on the basis of marketing. Marketing management considers marketing and management inseparably - they also mutually penetrate and complement each other. The main goal of marketing management is to increase profitability of enterprise by achieving maximum customer satisfaction. Based on the generalization of different views of scientists, the main stages of a marketing management process at agricultural enterprise are identified and characterized, including analysis of internal and external environment, selection of target market segments, marketing strategy formation, marketing complex development, organizational structure construction, marketing management program formation and marketing management control and analysis. The process of marketing management at agricultural enterprise contains a number of specific procedures aimed at research and formation of the demand of target consumers and comprehensive satisfaction of their needs. The findings of the research prove that the use of marketing management tools will help ensure the market orientation of agricultural enterprise, which provides a focus on success, timely adaptation to the environment, gaining a leading position in the market, providing competitive advantage.

Features of evaluating the effectiveness of industrial enterprise marketing activities

Adaptation to dynamic market changes and choosing the optimal development strategy based on the results of marketing activities today become a central problem for Russian industrial enterprises. Among the factors that determine the need to improve marketing practices, the costs of managing the flow of marketing information, the time to implement marketing opportunities and confront threats, knowledge of technologies, markets, their application and updating to ensure competitiveness, etc. are of decisive importance. The object of study is industrial enterprises that implements marketing activities. The subject of the research is the industrial enterprise marketing management process. The goal is to investigate the features of evaluating the effectiveness of industrial enterprise marketing activities based on a balanced scorecard. This article discusses a package of techniques for the development and use of a balanced scorecard to assess the effectiveness of industrial enterprise marketing activities. The advantages of evaluating the effectiveness of industrial enterprise marketing management using the concept of a balanced scorecard, which are focused on the future, accuracy, resource efficiency, objectivity, usefulness and timeliness, are substantiated.

Evaluation of the results of marketing management of retail structures’ innovative development

Evaluation of the effectiveness of marketing management of retail structures’ innovative development is necessary to measure the effectiveness of the enterprise and to evaluate strategic ways of business development. Both of these areas determine the competitiveness of retail structures (RS). The article substantiates the approach to the effectiveness of marketing management of retail structures’ innovative development based on the compliance of development plans, organizational systems and structures with the strategic goal of innovative development, as well as the possibility of achieving the goals of innovative development strategies at various planning horizons, monitoring and adjusting adopted and/or implemented innovative development plans. Evaluation of the effectiveness of marketing management of retail structures’ innovative development is based on a comprehensive approach to the results of RS development. The paper offers an original approach to evaluating the effectiveness and efficiency of marketing management of RS innovative development, which allows you to identify the relationships between the components of the model to determine how the resources involved in marketing management processes generate an impact. The main directions of evaluating the effectiveness of marketing management of retail structures’ innovative development are determined through the effect received by the commodity circulation participants.

Manajemen Pemasaran Pondok Pesantren Berbasis Program Pengabdian Masyarakat

<div><p><em>This study aims to describe the marketing management of Al-Fadlliyah Islamic boarding school. Marketing at this pesantren focuses on a cooperative approach and community service, so that not only the pesantren cottage benefits, but the community also benefits from the activity.</em> <em>This research method uses qualitative research with case study research type. Data collection techniques used are: interview, observation and documentation. The results show that: 1) the marketing management process at this boarding school is through 4 stages, namely: planning, implementing, monitoring and evaluating; 2) Implications of marketing management of Islamic boarding schools, namely: a) Islamic boarding schools have a good image in the community, b) an increase in the number of students, especially from regions originating from locations where PPM is conducted.</em></p></div>

Вплив внутрішніх факторів на процес управління маркетинговою діяльністю

Вплив внутрішніх факторів на процес управління маркетинговою діяльністю

Complex systems of management of marketing activity of meat farming enterprises

The components of marketing management are systematized and definitions of th econcept of marketing management in the Ukrainian and foreign scientific literature are generalized. The components of marketing management at three levels of the organization a structure represented. The components of the marketing management process are presented: the mission of the enter prise; establishment of marketing objectives; collection, analysis and processing ofi nformation for the purpose of analyzing market opportunities (4C: company, context, client, competitors); identification of strengths and weaknesses, opportunities and threats enterprise; development of marketing strategy; realization of marketing strategy; periodic monitoring of marketing efforts and making necessary changes; development of strategic marketing programs for specific situations, assessment of marketing performance and staff motivation. Most marketing professionals consider managing a marketing process at three levels of organizational structure: on a corporate, business unit and functional and core activities –analysis, planning, implementation, and control. The process of marketing management is to implement functions, each of which is a set of analytical and appraisal tasks and strategic, tactical planning. When introducing marketing in to the enterprise management system, it is necessary to ensure the creation of marketing services with such functions as, studying markets, determining the market capacity, identifying buyers requirements for the product, ensuring product competitiveness, organizing product promotion on the market, for ming supply chain for high value added products, the processing of by-products and waste products. In order to ensure the high performance of the marketing unit at the enterprise it is expedient to form close relationships with other management departments and orient the management system to meet the needs of consumers in quality, price and other consumer properties. Features of the environment of functioning of domestic producers of poultry meat characterized by a high level of monopolization, increased uncertainty as factors of the internal and external environment of the supply chain, stable dynamics of growth in production volumes are considered. This situation is conditioned by the peculiarity of meat poultry farming, where the peculiarity of the technological process determines the rapid return on invested capital and the high investment attractiveness of the industry, which resulted in the construction of innovative poultry farms, mostly of a vertically integrated type. It was established that the basis for the creation of specialized divisions in the field of marketing were sales and supply departments, which in previous years functioned at these enter prises and performed a wide range of functions, including analytical ones. The basic requirements, which are presented to the structure of management of marketing activity are systematized: flexibility, efficiency, optimality, efficiency, reliability, stability. The structure of management of marketing activities of thee nterpriseis, in the most general form, the subordination of managerial links between objects and management entities, which characterizes the information communications of units that have hierarchical subordination and are endowed with certa in rights and responsibilities. In order to improve the management process of marketing activities of meat poultry enterprises, the flexible orientation of the final results of their activities to the requirements of consumers, approaches to assess the effectiveness of marketing activities areproposed. Effectiveness of the management process of the enterprise should be conducted on the basis of assessment of the factors of market orientation of the highest level of management of the enterprise, market orientation of staff, the establishment of interaction between staff and senior management, the level of openness of the external environment of the management system.The main factors restraining the management of the company in full implementation of the principles of the modern marketing concept are systematized, namely: a narrow unde rstanding of the essence of marketing, monopolization of the market, the lack of qualified specialists in the field of marketing, lack of financing of marketing activities. Key words: marketing management, marketing activity management system, marketing structure, meat poultry enterprises.

Manajemen Rantai Pasok Susu Pasteurisasi Dengan Pendekatan Reverse Logistic

The purpose of the study is to analyze the scheme of reverse logistics for pasteurization chain marketing management using fuzzy analytical hierarchy process (AHP) approach. The triangular fuzzy was using five classes of classification. The result shows that the scheme could be applied to pasteurization in Indonesia by implementing a unit of milk waste processing. Though developing reverse logistics is important, there is another approach which is more important; risk mitigation for pasteurization. The strategies needed to be done are improving cold chain management for chain marketing management, improving supply and demand planning process, and improving a unit of bioethanol process.

Rethinking the information dimension of marketing

This article discusses the information dimension of marketing from a technical, theoretical and behavioral perspective. It also comments the relationship between marketing and the library and information science (LIS). It is an exploratory and descriptive study and its qualitative approaches are carried out through classic documentary analysis. From the technical perspective, it addresses the presence of information in all marketing management processes, from market research to the final preparation of the marketing plan. From the theoretical perspective, it addresses the frameworks for marketing information processing, the influence of the information value theory and the application of techniques from dissimilar areas of study to analyze the information. From the behavioral perspective, it shows empirical evidence of human information behavior of marketing managers and other actors, based on cognitive and social viewpoints. Regarding disciplinary relations, marketing and LIS share theories related to information behavior, information management, and systems analysis and design. The marketing approaches is more noticeable on LIS studies than LIS approaches on marketing studies, considering the analysed literature. Information, as a link between both disciplines, makes way to delve into new research, academic and practical scenarios.

How to make a best-seller: Optimal product design problems

We formalize and analyze the computational complexity of three problems which are at the keystone of any marketing management process. Given the preferences of customers over the attribute values we may assign to our product (i.e. its possible features), the attribute values of products sold by our competitors, and which attribute values are available to each producer (due to e.g. technological limitations, legal issues, or availability of resources), we consider the following problems: (a) select the attributes of our product in such a way that the number of customers is maximized; (b) find out whether there is a feasible strategy guaranteeing that, at some point in the future before some deadline, we will reach a given average number of customers during some period of time; and (c) the same question as (b), though the number of steps before the deadline is restricted to be, at most, the number of attributes. We prove that these problems are Poly-APX-complete, EXPTIME-complete, and PSPACE-complete, respectively. After presenting these theoretical properties, heuristic methods based on genetic, swarm and minimax algorithms are proposed to suboptimally solve these problems. We report experimental results where these methods are applied to solve some artificially-designed problem instances, and next we present a case study, based on real data, where these algorithms are applied to a particular kind of product: we automatically design the political platform of a political party to maximize its numbers of votes in an election (problem (a)) and its number of supporters along time (problems (b) and (c)). The problem instances solved in this case study are constructed from publicly released polls on political tendencies in Spain.

Is Marketing Limited to Promotional Activities? The Concept of Marketing: A Concise Review of the Literatur

This paper endeavors to describe the core concept of marketing and marketing management with the means of existing studies. However, it is occasionally observed that business students narrow the concept of marketing and limit to advertising or promotional activities. However, the contribution of this paper is to enrich student?s knowledge and attempts to diminish misconception among young students. Consequently, the study is compiled with the help of comprehensive literature review through research papers, books, official web sources, and some interviews of seniors Professors in the discipline of marketing management. Therefore, the current study endeavored to highlight the concept of marketing and represented that marketing is not limited to advertising activities. Despite, it is a complete strategic process which creates value for the customers and raises the long-term relationship with them. While promoting the product through distinct advertising mediums is an essential element of the marketing management process. Furthermore, the present study provides a structure to marketing students in order to grasp the fundamentals associated with marketing philosophy.

ОСОБЛИВОСТІ УПРАВЛІННЯ МІЖНАРОДНИМ МАРКЕТИНГОМ НА ВІТЧИЗНЯНИХ ПІДПРИЄМСТВАХ

In the article the essence of international marketing and its features are analyzed. Differences in concepts of international marketing and marketing, which is used in the enterprise in the domestic market are determined. Approaches to international marketing management process are generalized, including the implementation of the peculiarities of individual management functions in international marketing, and the formation mechanism of international marketing strategy of firm is analyzed: assumptions, principles, key stages of strategic decision-making in international marketing and strategy formation are generalized. The main factors that influence the effectiveness of international marketing management, which include, qualified manpower, readiness of the enterprise to focus on consumer marketing orientation penetration in other areas of management are determined. Directions of improvement of this process at the domestic enterprises in the context of the reform of Ukrainian companies with customers in domestic and foreign markets are proposed

MARKETING MANAGEMENT IN SOCIAL NETWORK PLATFORMS: SEGMENTATION, TARGETING, AND POSITIONING

IntroductionWhy should we study marketing management processes in social network platforms?Today’s rapidly growing creative companies must adopt social network platforms. Indeed, the “twenty-first century’s wealth comes from platforms” Thus “those who possess platforms dominate the wealth of the future” (Hirano & Hagiu, 2010).After the Lehman Brothers-initiated financial crisis, companies began developing platform strategies as a cutting-edge management method for assuring consistent and stable growth. Platform strategies call for gathering relevant groups of people together in a network that then creates new business. (Hirano & Hagiu, 2010)In this study, we study a social network platform to show how marketing management processes can be applied to social network platforms.Literature ReviewSocial Network PlatformsIn recent years, social network platform sites such as Facebook, Twitter, and KakaoTalk have evolved to bring people together online. Social network services (SNS) are rapidly infiltrating daily lives and facilitating communications among people by means of computers (Correa et al., 2010; Powell, 2009). Users reside at the center of social platforms where they can socialize and express a wide range of behaviors.As a force for change, social platforms are influencing marketing strategies as well. Advertising has been traditionally one-way communication from company to customers through public media and portal sites. Recently, the paradigm has changed (Yeo, 2014): companies establish relationship with customers through social platforms that allow them to talk with customers directly, exchange opinions, and share ideas. As a result, large-scale corporations, mid-sized/small companies, and one-owner companies have turned their attention to social platforms (Jhun, 2013). Moreover, the revolutionary wave has affected such diverse areas as politics, economics, society, culture, and environmental causes.Researchers have responded to social platform developments with studies that deal with concept, construction, policy, development, spatial information, social platforms, and governmental roles (Choi et al., 2012), and that deal with social platform’s social influences and future directions (Lee & Jung, 2011).Researchers have studied functions and utilization of social platform using web services and policies to support collaborative research (Pignotti & Edwards, 2012), sharing shopping information (Der Ho et al., 2010), customer engagement (Cheung, Lee, & Jin, 2011), and senior social platforms (Farkas, 2010). Social platforms emerged so recently that academic studies have failed to keep up with the urgent need to study the phenomena realistically (Yeo, 2013).MethodIn this study, we analyze phase 1 secretary platform by Cybermoon Co., Ltd., which has four main functions:Product name: On-Secretary PlatformCore Services● Phase 1. Assistant Service● Phase 2. Vision Maker Service● Phase 3. Collaboration and Sharing Service● Phase 4. Social Sales Service● Phase 5 Assistant Call Center ServiceObjectiveOn-Secretary Platform aims to yield optimized productivity by offering secretary functions to experts working for one person-companies, small-scale companies, or small traders.- Next generation SNS-based social secretary management service uses Twitter and Facebook.- Online and offline secretary management service grows with users and assists them with every aspect of their lives.- Service dispatches 90,000 online secretaries and 10,000 offline secretaries to assist clients.Target Market- General customers: individuals who want to establish businesses.- Businesspersons: presidents of one-person or small companies, and the self-employed- Experts: consultants, coaching specialists, lawyers, and professors- Public organizations such as job-search organizations, business creation support organizations, infrastructure-expansion organizations, education centers for the unemployed, social education centers, education for retired people, and lifelong learning centers.Customer Value Proposition- Survey and analysis on the services needed by single entrepreneurs.- Survey and analysis of services needed by potential entrepreneurs.- Survey and analysis of services needed by experts.- Survey and analysis of services needed by public organizations.Assets and competition- 20-years of developing IT business services and operational systems- Patents for core techniques and experts with development abilitiesFunctional strategies and programs- Secretary function: selection of AI (artificial intelligence)-type character and growth by consistent learning- Chatting function: task reporting via letters, voices, and holograms- Program: cloud-based social platform service- Service method: online service and offline call-center service.Marketing Mix(Richard & Colin, 1992)Figure 1. Managing Marketing Strategies and the Marketing Mix SWOT AnalysisFigure 2. SWOT AnalysisContribution of this research● Academic contributionsThis study could contribute to understanding diverse applications and developing theory regarding platforms to help to consolidate theoretical fundamentals regarding marketing management processes for using platforms. Finding various marketing methods and studying their relationship would contribute to future platform-based management strategy.● Practical contributionThis study could help companies, governments, society, and individuals efficiently utilize marketing management processes when using platforms for continuous growth and progress.

Value assessment and pricing capabilities—how to profit from value

Value is a key concept for researchers and practitioners in the fields of strategy, marketing, and pricing. In the strategy literature, value is closely related to competitive advantage and profit, in the marketing literature value is the cornerstone of the marketing management process, in the pricing literature value represents the customer’s willingness to pay. The aim of this article is to bridge the gap between marketing, pricing and strategy research through a compilation of five short essays that focus on value assessment and pricing capabilities. This article argues that value assessment and pricing capabilities provide the foundation for value creation and value appropriation in business-to-business markets, highlights their implications for profiting from value created and delivered, and outlines important areas for future research.

Marketing rekomendacji jako narzędzie procesu komunikacji marketingowej firmy z klientami

The process of marketing communication with client like all other marketing management processes is still changing. At present time, communication based on standard techniques should only be a prelude to further dialog with client. Effectiveness of such conversation takes place when, not only the company, but also the consumer can express his opinions and views. New technologies like internet and mobile telephone facilitate mass communication between client and company, and that can easily change the company status from prosperous to losing clients. Here the modern technique of marketing communication, word of mouth marketing can be applied. The aim of this paper is to discover communication channels of WOMM and attempt to define which path leads to company commercial success.Questionnaire studies carried out by authoress of this paper indicate possible ways of using recommendation marketing and show effective tools and economy sectors in which WOMM is especially advisable.

Plan marketingowy jako narzędzie w procesie zarządzania marketingiem

Plan marketingowy jako narzędzie w procesie zarządzania marketingiem

The Effect of Founding Process of Foodservice Business and Foodservice Marketing Management on the Duration of Business - Focused on Kwangju City -

The Effect of Founding Process of Foodservice Business and Foodservice Marketing Management on the Duration of Business - Focused on Kwangju City -

The Effect of Founding Process of Foodservice Business and Foodservice Marketing Management on the Duration of Business - Focused on Kwangju City -

The Effect of Founding Process of Foodservice Business and Foodservice Marketing Management on the Duration of Business - Focused on Kwangju City -

Klimawandel und Tourismus – Herausforderungen für Destinationen

Zusammenfassung Der vorliegende Artikel zeigt auf, wie Destinationen eine Klimawandelstrategie planen können. Die Chancen und Risiken, die sich durch den Klimawandel für Destinationen ergeben, müssen analysiert und in den Gestaltungs- sowie Marketingprozess eingebunden werden. Auch wenn genaue und differenzierte Aussagen zu den Klimaveränderungen schwer zu prognostizieren sind, so ist es doch notwendig, sich auf diese Veränderungen einzustellen. Nicht zuletzt erwarten die Urlauber von den Destinationen ein klimabewusstes Verhalten. Der Artikel setzt sich mit der Problematik des Klimawandels auseinander und weist den Weg, wie eine entsprechende Strategie zu planen ist und welche Maßnahmen ergriffen werden müssen.

Innovativeness in food small business: What is its relationship with marketing?

Small businesses often do not have a sufficient capacity to put the appropriate R&D activities into action. Nevertheless, they are able to be innovative towards their products, processes, distribution channels, and geographical markets. Therefore, even for small and medium-sized enterprises (SMEs), the level of innovativeness can be high. The literature shows that the firm marketing capabilities are very important for innovation in the food industry, to guarantee that innovation reflects the market needs. The purpose of this paper is to analyse the relationship between the level of firm innovativeness and different steps of the marketing management process, to understand if good marketing capabilities can affect the firm innovativeness. An interactive questionnaire available on the web was used for the data collection. The survey was conducted on 468 European SMEs. Linear Regression was run to assess the link between marketing activities and the level of firm innovativeness. Our empirical analysis reveals that the SME marketing capabilities show significant and positive relationships with firm innovativeness.  

The Value of Patient Care in the New Economy

Delivering superior customer service is as important as delivering superior patient care. To survive in this economy, organizations need to differentiate themselves from their competitors. They need to have customer feedback in order to implement the strategies needed to increase organizational performance level, profits and revenues. The purpose of this case is not about the layoffs that took place in one of the best places to work, but more about the reasons why the organization had to make such decisions. We will evaluate the marketing strategies, management processes and organizational goals, to determine how customer service can literally cause a leading organization to be at its worst (Note 1).