Marketing Principles Research Articles

The Role and Function of Online Media in Improving Marketing Quality in the Ornamental Plant Business Based on Sharia Marketing Analysis

The use of online media as a marketing medium in the ornamental plant business of Berkah Jaya Horticulture Garden is very influential in the business development process. Also, it has a massive role in expanding product marketing reach. This study aims to determine the role and function of online media in increasing the marketing of ornamental plants in the Berkah Jaya Horticulture Garden regarding Sharia marketing principles. This type of research uses field research, where the researcher goes directly to the field to examine the state of the phenomena that occur at the research site—in this study, using a descriptive qualitative approach. The study results found that the marketing practices carried out by Berkah Jaya Horticulture Gardens included promoting Berkah Jaya Horticulture Gardens using advertising and live streaming features, which were also for friendly media. The stages of ordering between the buyer and the seller are the contract assembly in the form of an online sales account, bai' al-hal contracts, ijarah contracts, and wakalah bi al-ujrah contracts. The packaging process by guaranteeing the quality of ornamental plants before they are sent is one way to prevent consumer losses. Delivery of ornamental plants in collaboration with freight forwarding providers has an ijarah contract. Service by providing a question and answer column in the sales account, responding to complaints that come in very carefully, and granting the right of payment to warranty service.

The impact of Ukraine’s international image on the prospects of its post-war innovative development

The aim of the article. Is to determine the impact of the international image of Ukraine (considering changes in its characteristics during the war period) on the prospects of the post-war recovery of the national economy in the concept of innovative development. The results of the analyses. It was established that the international image of the country directly affects the formation of its national brand. The interdependence of the national brands’ positions with indicators of business entities’ innovative activity and network readiness of the respective countries was established. These countries determine the competitiveness of national economies and businesses on international markets in the conditions of the fourth industrial revolution (IR4.0). The positive influence of Ukrainians’ resistance in the war with Russia on the international image of Ukraine was substantiated. The world community perceived Ukraine as a country with a rich history and culture, good natural conditions, a free, democratic, industrial-agrarian state open to cooperation with high technologies and a powerful resource base, a free-spirited, inventive, hardworking, highly educated and tolerant people, a member of the European family. These characteristics are attributes of Ukraine's positive international image, which directly affects the attitude of economic counterparties and contact audiences in international markets, and accordingly, the country's investment attractiveness, the competitiveness of the national economy and business. The positive influence of Ukraine’s international image formed during the war on the prospects of innovative development of its industries and enterprises was determined. The range of problems caused by positive perception of Ukrainians and Ukraine by the world community was outlined. In particular, a huge brain drain and intellectual capital loss necessary for post-war recovery and innovative growth. Activities to prevent these problems were proposed. The prerequisites for the post-war innovative growth of Ukrainian economy are outlined: a positive international image, intellectual capital, institutional support for the innovative process. The competitive advantages and shortcomings of Ukraine from the standpoint of the formation and implementation of its post-war innovative development strategy were determined. Conclusions and direction for further research. The obtained results deepen the principles of innovation marketing in terms of the development of an information and analytical base for managing the international image of the state in the context of the formation of prerequisites for its innovative development in the conditions of IR4.0. They also develop principles of innovation management in terms of improving the marketing support of the innovative development strategies of the state in the conditions of IR4.0. Further research should be aimed at forming the foundations of the organizational and economic management mechanism of the post-war recovery of the state and its innovative growth in the conditions of technological transformations caused by IR4.0 and changes in technological way.

Banati foundation: using marketing to empower girls at risk and diminish the stigma associated with homelessness

Research methodology To write this case, several research methods were used. Most importantly, field interviews were conducted with employees at Banati foundation. The interviews were held with three different employees at different points in time, including the marketing manager, the executive manager and the head teacher working with the girls at the foundation. These interviews helped provide details regarding the foundation’s culture which is hard to get from secondary sources. In addition to this, one of the researchers was a volunteer at the foundation for 6 months before starting this research and so had strong background knowledge on the workings of the entity. Finally, secondary sources were used to provide accurate historical information and numerical statistics. These sources included the foundation’s website and annual reports as well as newspaper interviews with the Banati’s Chairperson. Case overview/synopsis This case poses the marketing dilemma faced by Banati Foundation, a non-profit organization (NPO) based in Egypt. Banati has offered child protection services to girls at risk since its establishment in 2009. In particular, the case focuses on the foundation’s strategy and operations in 2020. Since its inception, the foundation has been led by the main founder, Dr Hanna Abulghar. Under her leadership, the foundation flourished and won several international awards. The foundation became a home, a school and a support system to the girls who were once homeless. Yet even though Banati succeeded in improving the lives of many girls at risk, the foundation still sought ways to sustain its funds and to empower the girls to thrive after they left the foundation. As the key person responsible for setting the foundation’s direction and strategy, Dr Hanna faced marketing challenges that include overcoming social stigma, diversifying the donor base and increasing fundraising. Complexity academic level This case is suitable for undergraduate and Master’s students who already have an understanding of the basic marketing principles such as the marketing mix (4Ps)/market segmentation and have taken an introductory marketing course previously. Furthermore, the case presents an opportunity to apply marketing concepts such as segmentation, targeting, positioning and promotion within the context of social and NPO marketing. It is ideal for students studying social marketing, NPO marketing strategy, cause marketing, fundraising techniques and social inclusion.

Effectiveness of a social-emotional learning program on developmental assets and subjective well-being

The present study was done to evaluate the effectiveness of a Social Emotional Learning (SEL) intervention designed based on social marketing on developmental assets and the well-being of female adolescents in Yazd, Iran. This mixed-method quasi-experimental study was conducted in 2018–2019. A total of 190 female students were selected by multi-stage sampling from the female middle and high schools in Yazd, Iran. A SEL intervention designed based on social marketing principles was implemented among the parents and students of the intervention group. The control group did not receive any intervention. Quantitative data were collected in three stages: pre-test, post-test after two months, and follow-up after six months via Developmental Assets Profile and EPOCH measure of wellbeing. A qualitative evaluation was also performed after the intervention. Results of the Repeated-Measures test indicated that the intervention significantly influenced social competence (p-value = .02). However results did not show improvement in the positive identity development of the participant girls. Qualitative findings suggested the effectiveness of the intervention on social competencies and positive identity. Based on the results of the present study, the SEL program might have a significant but small positive effect on the social competencies of the participating adolescents.

Artificial intelligence in marketing research and future research directions: Science mapping and research clustering using bibliometric analysis

AbstractThe marketing environment has experienced significant advancements due to the transformative influence of technologies such as artificial intelligence, data analytics, decision sciences, and robotics. These innovations have entirely reshaped the fundamental marketing principles as we know them. This study uses bibliometric analysis to conduct a systematic literature review of research on Artificial Intelligence (AI) in marketing and provides future research directions. It also aims to identify the most influential and productive contributors and progression of research on AI in marketing. The bibliographic data of 317 documents on artificial intelligence in marketing research was extracted from the Scopus database. The bibliometric analysis is performed to comprehensively understand the most influential and productive articles, authors, sources, and the top contributing countries and institutions towards the discipline of AI in marketing research. The results and the publication trend show exponential growth yearly in AI in marketing research. Furthermore, it discovered four main thematic clusters: Data mining and deep learning in decision support systems, big data and generative AI in marketing, AI‐enabled commerce, and chatbots and marketing Tech that represent the recent research being carried out under AI in marketing. The trending topics recognized are marketing algorithms for decision‐making, AI‐enabled marketing, the Internet of Things (IoT) and marketing, natural language processing and customer service, robotic services, and chatbots. This study also emphasizes potential future research areas, building upon the established thematic clusters.

STRATEGIC DEVELOPMENT OF COMPANIES IN THE MARKET OF INFORMATION AND COMMUNICATION TECHNOLOGIES: CONTENT, APPROACHES AND KEY DIRECTIONS

The article analyzes the approaches of scientists to defining the essence of strategic development, considers modern approaches to management based on marketing, determines the sequence of stages of strategic management of enterprise development, which is a relevant issue in the context of achieving strategic goals of the enterprise. The purpose of the article is to substantiate the theoretical and methodological foundations and directions of strategic development of enterprises in the ICT market. To realize the set goal, the following tasks were set: clarify the categorical and conceptual apparatus in the field of strategic development; determine the place and features of strategic development in the enterprise management system; determine the key trends in the development of enterprises in the ICT market, which determine the need for changes in the management system of enterprises in the direction of strengthening strategic analysis and the application of modern marketing concepts; determine directions of strategic development modeling in the management system of enterprises in the ICT market. It was proved that strategic development is not a self-organized process, its success depends on the adoption of specific managerial strategic decisions. Strategic development of an enterprise on the ICT market in modern conditions is impossible without building an effective strategic management system based on marketing principles and modern marketing concepts. In order to ensure managed successful development on the market, the enterprise must define long-term goals and objectives, justify the concept of alternative and adaptive activity and development, make management decisions regarding the identification of areas and directions of resource provision by the enterprise for the long term, taking into account the opportunities and threats that may arise by selected areas and areas of resource use, i.e. by selected areas of activity (SBU, areas of business, innovative products or services of the enterprise for specific markets). The ICT industry is rapidly developing, guided by the imperative of digitization and innovative integration of AI technologies. Key trends in the ICT market include: digitalization processes, virtual sales, active involvement of artificial intelligence, metauniverse, changing forms and methods of competition, joint consumption of corporate technologies, creation and use of joint innovation ecosystems. As companies navigate virtual sales strategies, the rise of avatars underscores the importance of the metaverse. In addition, competition in the field of ICT is intensifying, which requires providers to constantly improve their technological capabilities. Essentially, these new trends in ICT highlight the industry’s drive to adapt, innovate and meet the dynamic needs of global and local customers. It is appropriate to take into account these trends in the process of planning and implementing marketing plans and programs of ICT enterprises and telecommunications business.

Investigating the central place theory using trajectory big data

The human settlement system is central to land use, infrastructure development, and environmental impacts. Although central place theory (CPT) was proposed about 90 years ago and has been extensively examined by many researchers, to what extent CPT can explain the current rural settlement system in the changing age of informatization and geospatial reconstruction remains to be explored. This paper aims to contribute fresh evidence for settlement systems and examine the applicability of CPT's quantitative laws by using the trajectory data of 2.0362 billion trips from 37.53 million mobile phone users in China's Jing-Jin-Ji region (218,000 km2 area). We found that the settlement system's distribution patterns and service range conformed with the hierarchical law in CPT. However, the former was closer to the administrative principle (K = 7) in Christaller's theory, while the latter was nearer to the marketing principle (K = 3). The basic service range of all levels of settlements for rural residents was approximately 3 km, which was reflected by the rural residents' 3 km travel volume peak point. When exceeding this distance, the relationship between travel volume and distance distribution changed from linear increase to power-law attenuation. The traditional three principles of CPT influenced the settlements’ service range and K value. Nevertheless, the specific roles of the influencing factors varied in space. The findings of this paper would enhance our knowledge of CPT and settlement systems in the context of a fast growing and rapidly urbanizing society.

Formation of a marketing management system in agricultural enterprises

The role of marketing management in the agricultural sector amidst the rapid advancements in technology, changing consumer demands, global competition, and societal shifts are investigated in the article. Despite the growing acceptance of marketing techniques, there is a need for comprehensive utilization in Ukrainian agricultural enterprises. The research builds on contributions from various aims to analyze the theoretical foundations and methodological aspects of marketing management, investigating its impact on the effective functioning of agricultural enterprises. The need for a clear understanding of marketing management, its goals, principles, functions, and stages for successful implementation are emphasized. It asserts that marketing management goes beyond general enterprise management, involving the management of all functions and divisions based on marketing principles, placing the consumer at the core. Furthermore, the article introduces the fundamental principles of organizing marketing management in agricultural enterprises, emphasizing a scientific approach, social and ethical orientation, legality, competence, and commercial effectiveness. It discusses diverse views on the main tasks of marketing management, categorizing them into commercial effectiveness and social impact and acknowledging the uniqueness of each enterprise in forming its specific set of tasks. The research recognizes the complexity of implementing marketing management and outlines measures for its successful adoption, including administrative-legal, organizational, and scientific-methodical approaches. The organizational measures involve structural changes and preparation stages, such as strategy development, market research, promotion, sales, logistics, legal issues, and administrative sales support. It was noticed that a systematic approach to marketing management in agricultural enterprises is necessary, emphasizing its strategic importance for ensuring stability and competitiveness in the conditions of constant changes in the external environment and market dynamics. Keywords: marketing, agricultural enterprise, marketing management, marketing management system, principles of marketing management, tasks of marketing management.

Sustainable Marketing and Buddhism's Middle Path: A Harmonious Approach for Ethical Consumerism

This research paper explores the convergence of sustainable marketing principles and the Middle Path philosophy of Buddhism to promote ethical consumerism and environmental responsibility. The paper delves into the essence of sustainable marketing and its ethical dimensions, while also exploring the core principles of Buddhism's Middle Path. By integrating these two ideologies, the study seeks to develop a holistic approach to marketing that fosters social welfare, environmental sustainability, and personal well-being. The proposed framework advocates for a balance between consumerism and mindfulness, creating a more conscious and responsible consumer culture.

What is the Model of Sharia Marketing in Islamic Microfinance Institutions?

The rapid growth of BMT in Indonesia has not been matched by good marketing practices in the field. The main problems of BMT are weak funding and tight competition among BMTs. This study aims to describe an analysis of the concept, implementation, and strategy of sharia marketing in BTM Jawa Tengah. This research uses a qualitative descriptive approach using a case study type of research. The object of this research is BTM Jawa Tengah. The primary data for this study is information from interviews, with employees at BTM Jawa Tengah, namely the chairman, marketing department, and cashier. The secondary data of this research are in the form of official documents, books, journals, research results, and other data that are closely related to the subject of this research. Data collection procedures carried out are by way of observation, interviews, and documentation. Data analysis in this qualitative research uses descriptive analysis. The results of this study conclude that in general the concept of Sharia marketing in BTM Jawa Tengah is Sharia-driven or is driven by Sharia as a source of law that is oriented towards meeting the needs and desires of BTM Jawa Tengah consumers and creating value for them as long as it does not conflict with the Qur’an. and Hadith. The implementation of Sharia marketing at BTM Jawa Tengah uses the characteristics of Sharia marketing that uphold fairness, honesty, and transparency regarding margin setting and profit sharing and uses the nine ethical principles of Islamic marketing, which shows that the marketing strategy at BTM Jawa Tengah is appropriate and meets the sharia marketing perspective. The Sharia marketing strategy carried out by BTM Jawa Tengah is by determining product and service market segmentation. BTM Jawa Tengah carries out marketing activities according to the target market. This is done by looking at the needs of prospective customers. The final strategy is to apply to the position and apply traditional, conventional, and Sharia marketing in combination and simultaneously. The theoretical implications of this research can strengthen existing Sharia marketing theories. Practically, the findings of this study serve as a reference for BMT managers who wish to apply the Sharia marketing model.

Strategi Pemasaran di Toserba Sunan Drajat Perspektif Ekonomi Syariah

In every company must have a different marketing strategy, but there may also be the same. It's the same with the Sunan Drajat Department Store, because this is done in order to direct business efforts towards success. While we as Muslims in running a business, it is not enough just to implement strategies that are widely used by conventional people, but these strategies must also be based on sharia principles and values. The research method used is a qualitative research method, which is sourced from primary and secondary data, and uses data collection techniques including; observation, interview, and documentation. The results of this study are: 1. The marketing strategy implemented by the Sunan Drajat Department Store, includes: a. In terms of price, that is not only looking for profit but also for charity (as a supporter of PPSD development). b. In terms of location, namely always maintaining the cleanliness of the location. c. In terms of HR (people), namely trying to provide good service to consumers. d. Promotion is trying to be honest in introducing products to consumers. 2. In determining or assessing the strategy implemented by the Sunan Drajat Department Store with sharia principles, there are several indicators that must be met, including: a. The principle of Rabbaniyah, namely not only seeking worldly benefits, but also the hereafter. b. Ethical Principles, namely providing good service to consumers. c. Realistic Principles, that is clean, tidy, understated, flexible, and flexible in appearance. d. Humanistic Principles, namely providing universal services. In conclusion, it can be seen that the marketing strategy implemented by the department store is in accordance with sharia marketing principles.

MODERN MARKETING: UNDERSTANDING THE IMPACT OF DIGITAL STRATEGIES ON BUSINESS GROWTH

The integration of a digital marketing complex allows modern businesses to automate customer interactions, provide personalized services at their convenience, facilitate effective feedback, and conduct highly efficient advertising campaigns. By employing the latest internet marketing techniques, businesses can enhance their competitiveness and even establish entry barriers in some markets. This article explores the fundamental principles of digital marketing, delves into its influence on the business structure, and highlights the evolving business landscape. The challenges companies face while adopting digital technology and digital marketing are also discussed. Various strategies and techniques commonly employed in digital marketing are explored, along with the success stories of companies that have effectively applied these strategies and achieved significant results.

Neuromarketing; Its Significance in the Marketing World

Neuromarketing allows marketers to profoundly engage with consumers' latent cognitive processing processes to elicit the desired response. Marketing's more complicated phenomenon is pricking the brain's touch spots to accelerate customer response. To determine how neurons in the human mind work in accordance with marketing principles, this conceptual paper aims to answer three questions: the significance of neuromarketing in the marketing world; the impact of neuromarketing on consumer buying behaviour; and the assessment of neuromarketing with conventional marketing techniques considering previous research. This study reveals the systematic literature review. According to neuro-marketing literature, marketers need automated tools to understand human cognitive processes and build customized market offerings for their target clientele. Because customers are ignorant of their goals, automatic response devices and methodologies can help investigate the neurons of the mind responsible for buying actions in consumer purchasing behaviour. Neuroscience and marketing collaborated to create these automated research tools to study human emotions that influence purchases.

FINANCIAL MARKETING AND ITS DEVELOPMENT PROSPECTS IN UKRAINE

This article is devoted to the study of financial marketing and its development prospects in Ukraine. Financial marketing is an important tool for financial institutions, companies and organizations that helps to achieve success in a competitive market. The article examines the basic concepts and principles of financial marketing, such as market segmentation, target positioning, product development, and market promotion. The author analyzes the differences and disagreements between such concepts as: financial marketing and marketing of financial services. The author’s definition of financial marketing is provided as “the process of planning, implementation and control of marketing strategies and activities aimed at the formation, promotion and promotion of financial products and services, attracting new customers, increasing sales of financial assets and maintaining relations with existing customers in the financial sector”. Special attention is paid to the analysis of prospects for the development of financial marketing in Ukraine. Current trends and challenges faced by financial institutions in Ukraine are considered. The importance of innovations and technologies in financial marketing is noted, as well as the impact of digitalization on the development of this field of activity. The author of the article predicts the future development of financial marketing in Ukraine and formulates recommendations for achieving competitive advantages by financial institutions under the conditions of applying marketing innovations. This article is based on current research and professional literary sources, and also takes into account the specifics of the development of the financial services market of Ukraine. It can be useful for specialists in the field of finance, marketing and strategic management, as well as for business leaders and managers who are interested in issues of the financial sphere in Ukraine.

THEORETICAL AND METHODOLOGICAL ESSENCE OF RELATIONSHIP MARKETING

This article examines the modern concept of marketing - relationship marketing. In the period from the 1950s to the 1990s, the concept was formed, starting with consumer marketing, and ending with relationship marketing itself. Marketing partnerships are based on the principles of traditional marketing, but have differences that significantly change the company's approach to this business component. In addition, it is possible to distinguish eight components of marketing relations, which are discussed in the article. At present, relationship marketing as a new paradigm is receiving a lot of attention in both foreign and Ukrainian studies. Most scientists note the following main reasons for the growing interest in the concept of relationship marketing: globalization of the economy and saturation of demand, development of marketing in the service sector, development of marketing in industrial markets, development of information technologies, information communication systems. It has been proven that relationship marketing, as an economic category, is characterized by certain principles that are formed on the basis of traditional marketing, but have differences that significantly change the company's approach to this business component. We propose to include the following principles of relationship marketing: the principle of creating new value with further distribution of benefits between the consumer and the producer; the principle of individualization of the consumer who, after purchasing the company's products, becomes his partner in the process of defining new values; the principle of targeting business processes of the enterprise (technology, communications, personnel training, etc.), which should be aimed at creating values that the consumer wants to own; the principle of production in real time, which is not aimed at an indefinitely long perspective; the principle of privileging permanent consumers, as opposed to consumers or organizations that regularly change partners. In the future, the presence of this principle implies closer relations with basic customers; the principle of subordinating the internal values of the enterprise to ensure the creation or release of the value that the consumer wants to have. Effective use of this principle is subject to external relationships: suppliers, intermediaries, shareholders and other market subjects. Knowledge of personal values allows you to understand what needs are of primary importance for the consumer, how the latter evaluates his satisfaction with the consumption of this product or service, which is of particular importance for the effective implementation of the concept of relationship marketing. Orientation of the organization to customers, ensuring a higher level of their satisfaction and strengthening relations with customers, lead to a further increase in the value of individual customers and allows the enterprise to use them more fully.

TRANSFORMATION OF STATE MARKETING IN THE SYSTEMS OF COMMODITY MARKETS DURING THE WAR AND POST-WAR PERIODS

Topicality. State marketing is one of the adaptive tools for selective regulation of commodity market systems in conditions of instability. The basis of state marketing is the identification and realization of socio-economic interests of society, which is the ultimate goal of state policy. In wartime and post-war periods, the vector of state selective regulation should be endogenously oriented, primarily to meet domestic consumer needs by intensifying the activities of processing sectors, preserving the capacity of existing commodity markets and forming new markets for innovative value-added products. Public marketing tools adapted, on the one hand, to the specifics of the reproduction processes of the relevant markets, and, on the other hand, to security risks and environmental variability, can play an important role in the implementation of strategic tasks of selective regulation of commodity market systems.Aim and tasks. The purpose of the article is to substantiate the theoretical foundations of the transformation of state marketing in the system of commodity markets, and promising instruments of state marketing for selective regulation of strategic markets in the wartime and post-war periods. Objectives of the study: to define the theoretical essence of state marketing in the system of commodity markets; to carry out a comparative characterization of micromarketing (enterprise marketing) and state marketing of commodity markets by the main features; to substantiate the importance of social orientation of state marketing in wartime based on the analysis of factors influencing the economic availability of food for the population; to identify promising marketing tools for restoring domestic commodity markets and realizing the potential of the state.Materials and Methods. The results of the theoretical generalization of scientific works and methodological approaches in the field of state marketing, which are covered in publications of fundamental and applied nature, as well as analytical data of the State Statistics Service of Ukraine, the National Bank of Ukraine form the information and methodological basis of the study. To solve the tasks set, the methods of systematic, structural and logical, comparative, and statistical analysis were used.Research results. On the basis of a comparative analysis of state marketing and micromarketing, the leading characteristics and conditions for the transformation of state marketing instruments are determined, which should be based on the coordination of market goals of producers with the priority socio-economic tasks of resilient development of the state in the wartime and postwar periods. The author establishes a binary social and production goal of using the State marketing aimed at stimulating both rational consumer demand and social orientation of market participants. The immanent characteristics of the State marketing are defined, which in modern conditions of instability have an adaptive nature, aimed at the reproduction development of adjacent commodity markets, spatial and temporal coordination of supply and demand, and the strategic dimension of the implementation of marketing activities.It is substantiated that in the postwar period, public procurement and government orders, including green procurement, can become promising marketing tools for the restoration of domestic commodity markets and the implementation of the tasks of Project 8 "Development of Value-Added Economic Sectors" of the Postwar Recovery Plan of Ukraine. Also, state marketing tools can find practical application in the implementation of the strategic goals of the National Economic Strategy until 2030 in the market dimension.Conclusion. The scientific novelty of the study lies in the development of the theoretical foundations for the transformation of state marketing in commodity market systems, substantiation of the essential characteristics of state marketing, its adaptive and socially oriented nature, which allows targeted application of marketing tools for selective regulation of commodity markets in the context of security risks and internal transformations, solving strategic tasks of resilient development in the wartime and post-war periods. The practical significance of the results obtained is determined by the possibility of using the scientific and applied principles of state marketing in commodity market systems by authorities at various levels in the course of improving the mechanisms of selective regulation of strategic markets on the basis of an adaptive approach.

Strategi Bauran Pemasaran Syariah (Studi Kasus Sayuran Hidroponik Hani Farm Samarinda)

The 7P marketing mix strategy is a combination of product, price, promotion, place, people, physical evidence, and process. In each mix has a role to succeed in marketing achievements. In every important marketing mix strategy implemented based on sharia marketing. Hani Farm was founded in 2019 and is a producer of hydroponic vegetables that are cultivated and managed by Islamic boarding schools where students play an active role. Hani Farm was also identified as using a marketing mix strategy, with increased turnover even though there was a decrease when PPKM occurred so it is important to study the marketing mix strategy of Hani Farm Samarinda from a sharia marketing perspective.
 The research method is qualitative research. Data collection techniques through observation, interviews, and documentation. Data analysis techniques are data reduction, data presentation, then drawing conclusions. Based on the results of Hani Farm Samarinda's marketing mix research from a sharia marketing perspective; Hani Farm's products are vegetables and vegetable delivery services. The price of vegetable products is determined based on market prices and service product tariffs using the average rate in one area of ​​Samarinda City. Promotion is done by sales promotion, publicity, and personal selling. The place is located at the KH Harun Nafsi Islamic boarding school which has easy access to consumers. Human resources are equipped with knowledge and coaching and are supervised by field coordinators at work. The process is carried out following standard rules and the ordering process is made easy to understand and work on. In the marketing mix strategy, Hani Farm has carried it out with sharia marketing values, namely shiddiq, amanah, fathanahtabligh and. As well as the principles of sharia marketing, namely strategy, needs, halal, welfare, and mutual agreement. And the characteristics of sharia marketing are theistic, ethical, realistic, and humanistic.

RELATIONSHIP AND BENEFITS BETWEEN MARKETING STRATEGIES AND CONSUMER BEHAVIOR

RELATIONSHIP AND BENEFITS BETWEEN MARKETING STRATEGIES AND CONSUMER BEHAVIOR

Towards more effective multilingual crisis communication - applying social marketing principles to the reality of covid-19 epidemic in finland

Towards more effective multilingual crisis communication - applying social marketing principles to the reality of covid-19 epidemic in finland

Justification of consumer market segmentation as a mandatory tool of strategic marketing

The object of research is the theoretical aspects of consumer market segmentation and its role in strategic marketing. Ukrainian enterprises try to use and carry out various measures to increase the competitiveness of products, actively using methods of internal planning and management based on the principles of strategic marketing. One of the tools for developing a marketing plan in strategic marketing is segmentation. However, the content of strategic marketing is debatable; there is no unambiguous comprehensive approach, according to which consumer market segmentation is carried out. Thus, the development of methodological principles of segmentation of the consumer market, as a mandatory tool of strategic marketing, is an objective and urgent necessity. This determines the topic of this study. The work highlights the features of segmentation of the consumer market. It is emphasized that in modern conditions the segmentation of the consumer market is a mandatory tool of strategic marketing. The principles that must be used in order to segment the consumer market are proposed. Researched that segmentation of the consumer market should be carried out according to the following characteristics: geographical, industry, functional purpose of products, importance of consumers, forms of ownership. Stages of segmentation of the enterprise's consumer market have been developed. A number of measures in strategic marketing are proposed, which will allow a comprehensive approach to the development of the company's marketing plan, namely: development of a drink different from those presented on the market; development of an effective advertising campaign, which will be directed to a certain group of consumers; it is recommended to pay special attention to the development of the product name.