Modern Marketing Concept Research Articles

Newspaper Marketing in Bangladesh:

Newspaper has become a part of any modern society. This is one of the most important consumer products of our daily life. Like all other consumer goods newspaper industry requires some special marketing efforts. The main focus of this article is to describe the various tools of marketing mix i. e. 4Ps of newspaper marketing. To do so the researchers have selected Prothom Alo, as it is the number one daily (in terms of circulation) of our country. The article has also attempted to point out the marketing problems of Prothom Alo. It is found that the management of Prothom Alo does not have proper concept of marketing; they don’t have any marketing manager; they don’t conduct regular marketing research; the distribution channel is very long and costly; the price is comparatively higher and so on. At the same time researchers have suggested that to solve those problems Prothom Alo should adopt modern marketing concepts in their decision making process, hire people with proper background, follow differentiated pricing, target different consumer segments to increase the market share, minimize the distribution cost, develop Prothom Alo as a brand and the like.

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

CURRENT STATE AND DEVELOPMENT TRENDS OF E-TRADE IN UKRAINE

The article analyzes the approaches of scientists to the definition of the essence of electronic commerce, the differences between the categories "electronic commerce" and "e-trade", considers modern approaches to trade based on digital marketing. The purpose of the article is to determinatе the essence and conditions of the development of e-trade since its inception, determination of the features of the current state and development trends, advantages and disadvantages of e-trade. To realize the set goal, the following tasks were set: clarify the categorical and conceptual apparatus in the field of e-commerce and trade; determine the current state and features of e-trade in the enterprise management system; determine the key trends in the development of e-trade in the field of modern marketing concepts; determine directions of e-trade development. Certain contradictions in the international trade business led to the unification of standards in 80s, and later in the 90s there were changes in the standard, which was already based on Internet technologies. It was proved that е-trade as part of e-commerce is a source of competitive advantage for the manufacturer, seller and market partners, as it provides the possibility of remote communication with market partners, reduction of costs for the organization of the sales process, operational costs, global coverage of markets and personalized marketing. For buyers, the key advantages of online shopping are convenience, speed, a wide range of products, ease of comparison and payment. Disadvantages of e-commerce are the high intensity of competition, the risk of personal data availability and the possibility of their illegal appropriation, online fraud. The introduction of electronic commerce has significantly changed the way trade enterprises work and the possibilities of interaction with consumers. An e-trade organization removes many of the barriers of traditional trade while embracing new business principles. The differences between traditional trade and e-trade are significant in communications, business flexibility, production and sales logistics, payment methods and sales parameters: e-commerce has advantages in almost all parameters. The development of e-commerce in Ukraine in the last 5 years is taking place at a rapid pace, and this trend has only intensified as a result of the pandemic, which has developed a habitual pattern of behavior to buy online. According to the structure, the lion's share of the e-commerce market in Ukraine is the sale of electronics, toys, goods for creativity, clothes, shoes and accessories. The main trends shaping the retail industry in the perspective of 2026 are the further growth of e-commerce volumes in all regions and across all product categories, the negative impact of inflation on consumer behavior and the efficiency of retail networks; digitalization, which is becoming the main area of investment for retailers; development of the 4th generation of q-commerce (electronic commerce with an emphasis on fast delivery).

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.

Digital Marketing – a New Stage in the Evolution of the Modern Marketing Concept

The digital revolution has changed and continues to fundamentally change every human activity, whether we refer to economics, innovation, education, health, or governance, having an evergrowing pace. The Internet, mobile phones or other tools that collect, store, and distribute digital information rapidly spread around the world, both in economically developed and developing countries, and the online and mobile environments, thus, database creation, data mining, automation, remote communications, and others are keywords for modern technologies and resources. The digitization processes significantly influence the business models in their entirety, the marketing activity being no exception. In this regard, the impact of digitisation on the content of the modern marketing concept, the benefits for companies and customers, and the practical application of digitisation with reference to the components of the marketing mix are of particular importance.

КАЧЕСТВЕННЫЙ МАРКЕТИНГ КАК ИНДИКАТОР ЭФФЕКТИВНОСТИ МАЛОГО БИЗНЕСА В СФЕРЕ УСЛУГ

Inattention of managers to the issue of implementing modern marketing concepts (opportunities, goals, objec-tives, methods, tools, etc.) as an integral part of effective development of small businesses in the prevailing conditions oftransformation of socio-economic development of the regions of modern Russia becomes the cause of crisis phenomena in the activities of business entities. The services sector has proved to be the most vulnerable and unable to resist the impact of negative factors of the current market environment. The article defines the specificity of services marketing, including at the stage of consumer and behavioral needs of market subjects; investigates development trends of practical marketing in the service sector in 2020 - 2022. The results of the survey of small business representatives in the sphere of services (on the example of Rostov-on-Don) are presented for the purpose of more complete description of their attitude to the concept of marketing and its functions. Its results were taken into account in the development of the algorithm of marketing development in the sphere of services, corresponding to the standards of small businesses and capable of adap-tation in the correlation of marketing decisions, planning and organization of marketing, creation of communication com-plex and evaluation of the feasibility of all stages of interaction of the enterprise with the interested parties. The algorithm was successfully tested in the context of situational task in the practical training of fourth year students in the field of "Marketing in trade" at the Rostov State Economic University (RINH), demonstrating its applicability as a tool to develop a quality marketing concept of small business services in accordance with current market conditions.

PENGARUH KERAGAMAN PRODUK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN DAN MINAT BELI KONSUMEN SEBAGAI VARIABEL INTERVENING PADA TOKO MELINA PANJI SITUBONDO

Currently, the global industrial world is entering a new era known as the Industrial Revolution 4.0, where in this era the competition in the world of trade is getting tighter so that free trade is starting to emerge. To overcome the emergence of free trade, Indonesia needs real preparations, one of the strategies carried out by the government is the Strengthening of the SME Sector (Rachmat, et al., 2016). Strengthening this sector will run optimally if modern marketing concepts are added by setting consumers as the main concern. Therefore, to attract consumers' buying interest, SMEs must increase their creativity and be good at seeing market share opportunities. SMEs are said to be successful in trading competition when they can maintain customer buying interest through product marketing. The results of the direct influence hypothesis test using the Smart PLS 3.0 application, show that product diversity has a significant positive effect on consumer buying interest. Product quality has a significant negative effect on purchasing decisions. Product Diversity and Product Quality have a significant positive effect on Consumer Buying Interest. Consumer Buying Interest has a significant positive effect on Purchase Decisions. Product Diversity on Consumer Buying Interest through Purchase Decisions has a significant positive effect. Product Quality on Consumer Purchase Interest through Purchase Decision has a positive but not significant effect.

Explication of the role of digital technologies in marketing management of a modern company

This study considers the use of digitalization technologies in the management of marketing of a commercial company. As a result, the problem of bringing empirical knowledge about the importance of digitalization technologies in the company's marketing management to a theoretical model has been solved. Digitalization technologies for implementation in marketing activities were selected and the decomposition of marketing management in a commercial company was performed. On this basis, a theoretical model for assessing the impact of digitalization technologies on the marketing management of a commercial company has been developed. The results of an empirical study based on the developed theoretical model proved the truth of the hypothesis about the positive impact of the spread of the use of digitalization technologies on the marketing management components of commercial companies. The choice of specific digitalization technologies is explained by the essence of marketing as a management activity. Structural decomposition of the marketing management process is explained by traditional management functions and clarifies the criteria for choosing technologies. The results of calculations according to the formed theoretical model are explained by the development of the platform economy and ecosystems, which involve the studied big data technologies, cloud computing and social media, as well as blockchain. The methodical approach to substantiating the role of digitalization technologies proposed in this study is characterized by the use of fundamental provisions on cybernetic systems, management theory, and modern marketing concepts. The obtained results make it possible to find out the presence and direction of the effects of the spread of the use of digitalization technologies in the company's marketing management and make informed decisions about the business digitalization strategy

Analysis of Insurance Marketing Planning Based on BD-Guided Decision Tree Classification Algorithm

The emergence and development of Chinese insurance companies are affected by their own unique national conditions. The modern marketing concept lags behind, lacks the practical experience of scientifically formulating marketing strategies, and insurance practitioners lack marketing knowledge and the ability to absorb modern marketing achievements to guide practice. Therefore, China’s insurance industry inevitably has many problems in insurance marketing. In recent years, with the rapid development of big data (BD) technology, artificial intelligence, and machine learning in engineering and academia, relevant data models have been well developed. The advantages of the decision tree are its good robustness, full sample mining, high precision, fast implementation, fast running speed, and low implementation cost. This paper studies the application of the decision tree classification algorithm under the guidance of BD in insurance marketing planning. The running results of the decision tree classification algorithm model show what factors will affect the accuracy and recall rate of customer churn decision-making. The predicted value and scoring value of users are extracted to test the model, and the results are within a reasonable range. The running time of this model is 2,320.36 s, which is more efficient than the 34 min 25 s of traditional SAS. Therefore, the model can be put into use, and it is necessary to establish a long-term and stable relationship with customers.

INNOVATIVE MARKETING CONCEPTS WITHIN THE DIGITAL ECONOMY

The article examines the main trends in the development of modern marketing concepts, due to the digitalization of consumer behavior, identifies approaches to the concepts of "foresight of marketing technologies", "interaction marketing", "systemic-reflexive marketing" due to the use of digital communications. The features of the formation of the product and price policy in the framework of the marketing activities of the enterprise are considered.

ECOLOGICAL MARKETING IN THE FUNCTION OF SUSTAINABLE DEVELOPMENT

The modern marketing concept uses all the existing and finds new potentials in order for companies to communicate as successfully as possible and respond to market demands. At the end of the 20th century, humanity's concern for the preservation of the environment influenced the growing demand for environmentally friendly products and services. With the emergence of a new market segment, environmentally conscious consumers, there was a need to develop ecological marketing.
 The commitment of a company for ecological business involves the adoption of a new concept of ecological development of effective and efficient marketing mix in order to address local, regional and global environmental issues. Therefore, ecological marketing must incorporate environmental care into its study in a standard marketing mix of variable sizes. Through classical instruments of marketing mix i.e., product, price, distribution and promotion of ecological marketing aims to identify, anticipate, meet the needs of consumers and society in a profitable and sustainable manner.
 Sustainable development is a process allowing development to take place without degrading or depleting the resources on which it is based. This is, in general, possible either by managing resources in such a way that they can self-renew to the extent that they are used, or by greater representation and use of resources where the regeneration period is short. With such an approach, resources can serve future, to the same extent, as present generations.
 The demand for organic products has influenced the development of organic production, because in addition to the economic and ethical dimension, it also contains an ecological dimension. Marketing of organic products means placing on the market of certified organic food products, in order to meet the needs of consumers, make a profit and preserve the environment. The model of marketing organic products has theoretical and practical significance from the aspect of strict control and certification from production and procurement of inputs, organic production, purchase and sale, processing, commercialization of products and distribution channels to consumers or customers.
 The paper starts with the assumption that the ecological marketing is in the function of sustainable development. Each ecological product occupies a special position, i.e., a place in the minds of consumers in relation to competitors, which is the result of their ranking based on attributes or dimensions important to consumers. The methods used in this paper are based on secondary or existing sources of information (books, monographs, research projects and studies, articles, papers, web information and other available bibliographic sources). The aim of the research is to see what ecological marketing is, and then what combination of marketing instruments is necessary in the function of sustainable development. The subject of research is ecological marketing in the function of sustainable development.

THE ROLE OF INTERNAL MARKETING IN ACHIEVING EMPLOYEE`S SATISFACTION - A FIELD STUDY ON A SAMPLE OF ALGERIA TELECOMMUNICATIONS COMMERCIAL AGENCY EMPLOYEES IN THE CITY OF (LAGHOUAT) ALGERIA-

It has become imperative for enterprises that are active in the face of intense competition, to provide all the appropriate conditions in which they keep their employees, as they are a major source of success and superiority, so they must achieve their satisfaction. The most important marketing mechanisms on which the enterprise depends in achieving excellence are: "Internal Marketing", a modern marketing concept that cares about employees and focuses on ensuring their satisfaction, where they feel that they are an effective partner that does not spare him and contributes to the growth of the enterprise and its superiority, because the employee is an internal client and his satisfaction will inevitably achieve the satisfaction of the external client. Therefore, this research aims to identify its theoretical concepts, and the extent to which it is applied in practice through a study: the role of internal marketing in achieving the satisfaction of Algeria telecommunications commercial agency employees in the city of (Laghouat) Algeria. The study found a statistically significant role for the internal marketing of Algeria telecommunications commercial agency in Laghouat city in achieving the satisfaction of employees at the 5% level of significance, and the factor that has the biggest role is "internal distribution

Model of marketing management of competition taking into account the industry specifics of the banking services market

In the banking sector, competition management is based on the principles of marketing and management using marketing methodology. With the development of cross-border cooperation of the banking services market, the study of competition in cross-border markets of this type is key and promising. In the case of competent cross-border interaction, banks maintain their competitiveness, and cooperation between bordering states increases the intensity of interstate relations in the banking services market. The purpose of this article is to form a model of marketing management of competition in cross-border conditions, taking into account the industry specifics of the banking services market. The main approach to competition management is the marketing approach, which implies a macroeconomic isolation from the global economic system, accelerates the pace of expansion of transnational capital and allows you to form a successful experience in the development of competition and prevention of monopolistic activities. In the course of the study, the author concluded that the hypothesis of the study is fully proven. The main stages of assessing the risk of violations of competition conditions in the cross-border banking market are highlighted. The proposed model of marketing management of competition in cross-border conditions, taking into account the industry specifics of the banking services market, contributes to the development of the foundations of the modern marketing concept. The methodology developed by the author for assessing the risk of violations of competition conditions in the cross-border market of banking services in the management of competition is of scientific value and novelty.

Assessing the Competitiveness in Regional Marketing

Increasing market competition requires the examination of marketing methods and tools in territorial management. Place marketing has been developing with some delay compared to value marketing, as it emerged later, shaping its theoretical and practical basis accordingly. We analyse methods for assessing territorial competitiveness in the context of place marketing. The research methodology includes methods of monitoring, comparison, analysis, synthesis, and benchmarking. The study of the evolution of ideas concerning competitiveness and place marketing revealed three important marketing concepts: production, product and selling. We analysed methods for assessing the competitiveness at the local territory, city, region, and country levels. These methods form the basis for ratings. Th e dat a o n th e competitivenes s o f territorie s allo w stat e an d loca l authoritie s to choose a marketing (demarketing) strategy depending on the desired level of influence. We propose a model of competitiveness of the state identifying the Porter diamond at the country level. This model complies with modern marketing concepts and indicates that the effectiveness of place marketing depends on public administration, the position of the country in the system of international relations, and international influence on the socio-economic processes in the state. The development of global digital economy should enable data collection to improve the decision-making process. Thus, it will be possible to regulate the administrative staff, coordinate and use data on the functioning of territories, create additional opportunities for ranking countries in accordance with available resources, socio-economic development and relationships with the population. These measures would ensure permanent competition in the field of place marketing.

Features of Modern Marketing in Innovation for Socio-Economic Development

The modern stage of the innovation policy development has been marked by the major breakthrough and the principal changes of the Russian economy resulting in increasing demand for the practical implementation of marketing concepts as a driver of the performance and competitive growth of the domestic production. The special aspects of implementing the modern marketing concepts of innovations is the necessity of simultaneous application of its main tools, i.e. products, prices, distribution, promotion and positioning. At present, if an organization sets an objective to maximize returns, minimize costs and create a positive image of the company, it needs to implement the integrated marketing techniques in practice. The integrated marketing is a high-performance strategy of market interaction that permeates all organization divisions for the successful market penetration, market share gain, strengthening the corporate influence in the target market segment and business financial stability.

Современные направления маркетинга в сфере образовательных услуг

Modern universities function in a highly competitive environment (for applicants, for teachers and scientists, for funds from various sources, etc.). In the context of globalization, competition is reaching the global level even for regional universities. Competition is also treated as a struggle for attention of different target audience segments. Corporate culture of an educational institution, a positive image and a recognizable brand are understood as additional competitive advantages. Universities are actively turning to marketing communications tools as well as modern marketing concepts that have proven their performance in the commercial sector. The latest marketing concepts focus attention on orientation customer, ensuring a long-term and mutually beneficial relationship between customers and brand. In particular, the concept of experience marketing emphasizes the need to establish a strong emotional connection between brand of educational institution and its audience. Another area, applicable to the field of the higher education and educational services promotion, is related to the management of customer experience, which is formed on the basis of various “points of contact” between brand and its audience. In connection with the mediatization of university’s activities and strengthening of its presence in social networks, another important direction is the brand reputation management of educational institution.

The system of indicators for marketing monitoring the reorganization of business structures

The hypothesis of the study is that the new context of economic liberalization and globalization is characterized by rapid, profound and complex changes in the market environment in which business structures operate. Since, in today’s economic environment, market forces are becoming the main reason for the reorganization of entrepreneurial structures and the main indicator for assessing the advisability of restructuring entrepreneurial structures. The purpose of this article is to develop a system of marketing indicators for monitoring the reorganization of business structures and practical recommendations for the implementation of this system of indicators in the economic practice of economic systems. Statistical methods are used to identify the nature and nature of the development of marketing indicators and to determine whether there is a close relationship between marketing activities and the reorganization processes of the economic systems of modern Russia, trend and correlation analysis. Using these methods, the authors analyse the relationship between the intensity of reorganization processes and the competitiveness of the global economy, which are contained in the Russian Merger and Acquisition Market Review and the World Economic Forum. The study concluded that the research hypothesis was fully proven. Working on the basis of official dynamic statistical information on the example of modern Russia, it has been proved that the influence of marketing indicators on the processes of reorganization of business structures is strong. In addition, the feasibility of using an evaluation tool based on marketing indicators has been reviewed on a case-by-case basis. Business systems were selected for analysis and were reorganized in 2015. The proposed system of marketing monitoring indicators contributes to the development of the foundations of the modern marketing concept. Scientific value and novelty is represented by the developed author’s system of marketing indicators assessing the appropriateness of reorganization, as well as the results of comparative analysis of the results of the economic activity of restructured enterprises. The practical significance of the indicator system proposed by the authors lies in the establishment of an applied basis for assessing the appropriateness of reorganizing processes based on the evaluation of the marketing performance of business systems.

ОСНОВНІ МЕТОДИКИ ТА ОСОБЛИВОСТІ СИСТЕМИ ПРОСУВАННЯ ОРГАНІЧНОЇ ПРОДУКЦІЇ

The current state of development of socio-economic processes requires increasing the level of food security of the state, especially providing the population with quality, environmentally friendly food products of domestic production. However, agricultural producers, trying to constantly increase production, use intensive technologies of agriculture based on chemicalization, which leads to significant soil degradation, violation of the ecological balance of agroecosystems, contamination of agri-food products with radionuclides, heavy metals, pesticides. Therefore, in Ukraine there is a strategic task - to increase the production of organic products to meet their own needs, while entering international food markets. It is established that in the framework of the implementation of modern marketing concepts for producers the attractiveness of organic production is growing. Ukraine lags far behind the developed countries in terms of organic consumption. Having identified the features of individual components of the complex of organic food sales and recommendations for their improvement in order to strengthen competitiveness in the market. Problems of developing scientific methods for promoting organic products in the marketing system of organic enterprises are insufficiently studied. In particular, this applies to methods of product promotion for organic producers, as well as the definition of the main elements of the product promotion system, which include goals, principles, types, methods, organizational structures, functions, stages and results of promotion of organic products. The article considers the concept of the system of promotion of organic producers; the content of the main components of this system, such as goals, principles, types, methods, functions, organizational management structures, stages and indicators of product promotion results are revealed. The peculiarities of the system of promotion of organic products are reflected. Two main groups of methods for producers of organic products are proposed. A brief description of the content of these techniques is given. Techniques grouped by the main stages of product promotion.

Use of modern marketing concepts in an innovative economy

Use of modern marketing concepts in an innovative economy

Internet technology in travel company management

The theoretical and methodological principles of the formation of Internet technologies in brand management are investigated. The main functions and features of the brand are identified. The place of the brand in the structure of marketing strategy is considered. Types of brand communication strategies are analyzed. The mechanism of brand management in the marketing activity of enterprises is investigated, in particular the application of modern marketing concepts in brand-oriented management. The influence of factors on the effectiveness of the brand of the company is determined. The main stages of the process of forming the brand of the company "Ai Agency" are characterized. Marketing Internet technologies of “Ai Travel Agency” LLC as a brand management tool are analyzed. There provided marketing technologies to promote their own brand.