Organization Of Marketing Activities Research Articles

ORGANIZATION OF MARKETING ACTIVITIES AT THE ENTERPRISE

ORGANIZATION OF MARKETING ACTIVITIES AT THE ENTERPRISE

СУЧАСНІ МАРКЕТИНГОВІ ІНСТРУМЕНТИ ПРОСУВАННЯ ТОВАРІВ І ПОСЛУГ

The enterprise's marketing activity on the market is aimed at ensuring its economic efficiency, competitiveness and financial stability. Total quarantine restrictions and the russian-Ukrainian war introduced drastic changes in the organization of marketing activities. Traditional marketing tools are being transformed into digital ones. Therefore, the problem of studying modern marketing tools, which are gaining popularity under the influence of active processes of digitalization, is gaining special relevance. The purpose of the study is to consider and specify modern marketing tools for promoting the company's products on the market, adapted to the digital environment. In the process of carrying out the research, general scientific methods were used: analysis, systematization, generalization, graphic presentation. It was found that the transfer of all spheres of life to the digital plane necessitates the use of new approaches to marketing activities adapted to the digital environment. The main goals of Internet users, determined by specialists of the Oberlo portal, were analyzed. It was found that in 2023, 43.1% of users will use the Internet to buy goods and services, which is 15.6% more than in 2020. It has been established that, in modern conditions, the leading positions in the promotion of the company's goods on the market belong to modern marketing tools: social media marketing, advertising in social networks, content marketing, video marketing, targeted advertising and retargeting. Each of these tools helps companies reach their target audience in ways that resonate and build a sense of trust between brand and customer. It has been established that it is advisable for enterprises to actively use video marketing, content marketing or retargeting to advertise goods in social networks; in order to reduce the cost of marketing activities - video marketing and targeted advertising. The tools of social media marketing considered in the course of the study can be used by domestic enterprises in order to obtain the maximum beneficial effect in the form of an increase in the level of sales and improvement of awareness about the company, taking into account the current limitation in financial resources. We see prospects for further research in determining the prospects for using retargeting in Ukraine, clarifying its differences from targeting.

Organization of marketing activities in the tourism sphere: modern approach

The article aimed at research of various scientific approaches to «marketing» concept essence defining, defines the main functions and main specific characteristics of marketing activity. The main factors of influence on the marketing activities organization at the tourism enterprise have been determined in view of the tourism product complex nature and the tourism interdisciplinary nature. The impact of the main external and internal factors that prevent the effective development of the industry and the realization of the Ukraine regions tourism potential has been analyzed and quantified. The state and prospects for the national tourism industry development have been studied, and the key tasks of tourist enterprise marketing activities organizing in post-war recovery period have been determined. JEL Classification: A13, M14, M19, M30

THE LEVEL OF SUPPLYING UKRAINE WITH DONOR BLOOD AND BLOOD COMPONENTS: STATISTICAL ANALYSIS

The work aims to analyze the level of providing Ukraine with blood and blood components under stable conditions. During 2012–2020, the number of donors decreased twice; the plasma collection decreased by 30%, whole blood - by 56.8%; the number of blood transfusion centers decreased by 42.6%, transfusion departments of medical facilities - by 43.7%, hospitals collecting blood - by 15.1%. According to national reports, in 2020, the needs of Ukraine's healthcare institutions were met by 91.1% of donor blood, 94.6% of plasma, 88.9% of erythrocyte mass, and 124.1% of platelets. According to indicators recommended by WHO, the number of donations per 1,000 population in 2020 in Ukraine is three times less than necessary. Only the Sumy region has provided more than 33 donations per 1.000 population since 2015 (40.46–61.68), Crimea and Luhansk region in 2012–2013. In all other regions, the indicator is below the norm. According to this indicator, blood shortage was 952,546 donations or 66.2% of the recommended by WHO. Another recommended WHO indicator, the amount of collected blood per inhabitant during 2012–2020, was almost twice less as needed - 5.3 ml (WHO recommends 12-15 ml). The blood shortage in 2020 amounted to 276,990.5 liters or 55.7% of the WHO recommended amount. There are significant differences in approaches to the formation of needs for blood and blood components at the state level and the world. The study results show a need to create and implement a system of indicators that would reflect the country's and region's objective needs. In order to improve the provision of Ukraine with blood and blood components during stable conditions, it is necessary to implement marketing programs at the national level. For a significant increase in blood collection volume and its components, it is advisable to analyze the existing experience of leading blood centers in Ukraine and the experience of countries that fully satisfy their country's needs and implement them in their work. The organization of marketing activities and the marketing management system in blood centers should also be analyzed. It can be the subject of further research in this direction. The results of this study can be helpful to marketing specialists involved in blood service promotion.

MANAGEMENT OF MARKETING ACTIVITIES OF THE HOTEL AND RESTAURANT BUSINESS ENTERPRISE

In the article the analysis concerning necessity of use of marketing in activity of a hotel – restaurant complex is carried out, the maintenance of marketing in system of management of the hotel enterprise is investigated. The main trends in the development of the hotel industry in Ukraine are substantiated. The main factors influencing the process of forming the hotel business in the country and determining the main directions for the development and improvement of the efficiency of the hotel and restaurant industry with the use of communications are studied. It is determined that the approach to marketing communications as an object of management implies the need to pay considerable attention to the organization of communication activities, intensification of advertising and information work both at the enterprise and with other actors in the tourism market. It is determined that to create such a management shell, allows to increase communication at the national integrated and corporate level. In the marketing system, enterprise awareness is important because any marketing activity is based on knowledge of the specific situation in the market. The organization of marketing activities should be based on the information system. The scheme of planning of marketing activity of the enterprise is resulted. The basic approaches according to which the enterprises carry out the marketing activity are defined.

Designing the marketing activities of a modern higher education institution

In the article, a technological simplex of designing the marketing activity of an modern institution of higher education. The content of the main components of the proposed technological simplex is revealed.
 The author found that marketing activities should be carried out in compliance with the social and value principle withdrawal of profit. Adherence to this principle is the key to the success of a higher education institution.
 The organization of marketing activities is carried out by the marketing service. This service involves the administration and all staff of the higher education institution, which can be useful in the process of developing individual components of a marketing plan.
 In the context of the study, it was found technological simplex of designing marketing activity of a higher education institution is a structural and functional scheme, a simple prescription, a generalized and accessible action plan, which is an indicative basis for the activities of marketing services of higher education institutions.
 The technological simplex of designing the marketing activities of a modern higher education institution consists of nine components. The implementation of each component is accompanied by reflection, control and correction, which are carried out in the process of managing the concept of marketing.
 During the development of the technological simplex, the marketing management model of the organization, the main components of the marketing activity plan, as well as the process of implementing strategic marketing planning are taken into account.
 The revealed content of the technological simplex of designing marketing activity of higher education institutions is a theoretically substantiated indicative basis to realize opportunities to improve the marketing culture of educational institutions of all levels of accreditation.

Theoretical issues of organization of marketing activities in enterprises

Theoretical issues of organization of marketing activities in enterprises

Организация маркетинговой деятельности в учреждении дополнительного образования детей

Организация маркетинговой деятельности в учреждении дополнительного образования детей

MODERN TRENDS OF INTERNET MARKETING

The article discusses the theoretical foundations of Internet marketing, analyzes the use of Internet marketing tools, investigates the introduction of innovative Internet marketing trends in the activities of modern enterprises. Internet marketing tools have been reviewed and characterized, such as: SEO-optimization, ie search engine promotion; E-mail; advertising on social networks (SMM); contextual advertising, one of the most popular advertising methods on the Internet; banner advertising, graphic image is located on the website page Publisher; traffic arbitrage, purchase by a webmaster of traffic at a certain price for resale on better terms. The main trends that dominate the field of Internet marketing are identified and analyzed, namely: dynamic activation of mobile marketing, active use of web analytics, advertising in video format, influencer marketing (a strategy that requires special people to reach the desired audience), Email marketing, content marketing, Instagram promotion, chatbots and messengers, the transition from individualism to collaborative creativity. It is concluded that Internet technologies are changing the way companies interact with their employees, partners, competitors and suppliers, and Internet marketing is evolving with incredible speed, and only those who are able to change and adapt to new business conditions are catching up with new trends, think of a quality marketing strategy. The authors find that with the development of society and the growth of progress in the whole business it is becoming increasingly difficult to promote their product or service, especially in the conditions of fierce competition. In fact, for a successful business, an entrepreneur must be an innovator, not afraid of changes in the organization of marketing activities. The business owner should monitor all the actions of his competitors, use all possible (legitimate) ways to achieve the goal, so the main goal is to increase the competitiveness of the company and increase its profits.

Formation of a system approach to the optimization of marketing management at an enterprise

The problem of forming a system approach to the application of marketing management to the activities of machine–building enterprises is theoretically substantiated and solved. A system of marketing management of the activities of industrial enterprises was designed. A model of the system of marketing management of an enterprise was constructed. The model contains elements of marketing research, it is based on strategic, tactical and operational management of marketing activities, implies formation of an algorithm of optimization of organizational structures of marketing, and the result of its implementation is the design of a scenario-based approach to substantiating decisions regarding increase in efficiency of marketing management at machine-building enterprises. The process of making management decisions about the organization of marketing activities is based on economic-mathematical modeling and provides the alternativity of choice among creation, reengineering, improvement of organizational structure of marketing, a form of fulfilling marketing activities without creating rigid organizational systems and/or delegating part of marketing functions to the outsourcing by specialized consulting company. The model of optimizing a system of marketing management of an enterprise was proposed, which takes into account clusterization of enterprises by the characteristic of fulfilling marketing functions; the process of management decision making was improved regarding the choice of an optimal structure of organization of marketing management at an enterprise.

TRŽIŠNE MOGUĆNOSTI RAZVOJA AGROTURIZMA U ISTRI

The basic question for further development of our tourism is a how, what with and when to restructure the mass tourist supply and make it flexible to market trends and demands. In the developed countries, the transformation of mass tourism to various selective forms and kinds of tourism is under way and very successful. The development of agritourism, which this paper is about, could significantly alleviate the past discrepancies in tourist supply and change the structure of the whole supply. On basic of the research done, the authors claim that some basic conditions for the development of agritourism in Istria have been fulfilled. So ther suggests its concept of development, financial funds needed, ways of financing, stimulative and other measures, legal regulations needed, organization of marketing activities, effects of the development etc.