Systematic Marketing Research Research Articles

Формування маркетингової стратегії промислового підприємства в умовах кризи

The article is devoted to the problem of forming a marketing strategy for an industrial enterprise in a crisis. Crisis phenomena in the marketing environment surrounding industrial enterprises occur regularly, so they should be treated not as a catastrophe, but as ordinary problems that need to be solved in a working order. The article systematizes the main classification features in the development of anti-crisis strategies, studies the types of marketing strategies of an enterprise in a crisis, classifies marketing strategies at different stages of anti-crisis management with predictable results, recommends marketing algorithms for selecting anti-crisis actions that will help minimize the crisis impact on the activities of an industrial enterprise when choosing strategies. An enterprise operating in the industrial market must be prepared for various kinds of problems, diagnose them at an early stage, and have a full set of strategies to solve them. Marketing strategies are algorithms of actions that will allow an industrial enterprise to either avoid the impact of crisis phenomena or minimize their impact on the enterprise. Anti-crisis strategies can change as a result of changes in the micro and macro environment and can be formed at different stages, in particular, when searching for new needs that the enterprise can meet, systematic marketing research, effective market segmentation, target market selection, positioning, using changes in product policy, pricing policy, communication policy and distribution policy. All this will allow the industrial enterprise to develop and implement the necessary marketing strategy at the right time, which will minimize the impact of crisis phenomena on the activities of the industrial enterprise, or even ignore them. This work should be started in advance, having prepared the necessary strategies, without waiting for the crisis to make itself felt. The paper proposes the main step-by-step algorithms for actions of an industrial enterprise in crisis conditions, starting with the search for needs that can be met by the enterprise and ending with the work with the elements of the marketing complex, and considers the main types of strategies that can be used depending on various kinds of threats.

МЕХАНІЗМ ЗАБЕЗПЕЧЕННЯ ІННОВАЦІЙНОЇ ДІЯЛЬНОСТІ ПІДПРИЄМСТВ АГРАРНОГО СЕКТОРУ НА ЗАСАДАХ МАРКЕТИНГУ

The article analyzes the conditions and components of ensuring the innovative development of agricultural sector enterprises on the basis of marketing, identifies a list of problems that prevent the introduction of innovations in the field of agricultural production and promotion of innovative agriculturalproducts to the market, and develops scientifically based measures aimed at improving the state of innovative development of agricultural enterprises. The purpose of the article is to scientifically substantiate and propose for practical application the results of the conducted research on the content and main elements of the organizational and economic mechanism of ensuring the innovative activity of agricultural sector enterprises on the basis of marketing. The article proves that today the innovative activity of enterprises in the agrarian sector cannot be successful without systematic marketing research, a clear and effective system of receiving and processing information about the internal and external marketing environment. A mechanism for ensuring the management system of innovative activity of enterprises on the basis of marketing has been developed. Solving the tasks of innovative development, which allow the agrarian sector enterprises to achieve their goals, includes the urgent need to adhere to the principles: targeting the target consumer; efficiency of allocation and use of resources; cost reduction; accelerated development of the latest agricultural technologies.The reasons for ineffective decisions in the process of planning innovative activities at enterprises include the lack of a systematic approach to planning, insufficient marketing research to make informed decisions, insufficient involvement and motivation of employees, lack of experience, resistance to changes, and underestimation of factors affecting the external environment. The mechanism developed by the authors for the functional support of the system of management of the innovative activity of enterprises on the basis of marketing should include blocks for identifying problems, organizing the effective interaction of the elements of the system of managing the innovative ac tivity of enterprises in the agrarian sector, and adjusting the management of innovative development on the basis of marketing. The main causes of inefficient decisions in the process of planning innovative activities at enterprises of the agrarian sector have been identified. The organizational and economic mechanism of innovative planning in enterprises of the agrarian sector on the basis of marketing has been developed. It is substantiated that the introduction into practice of systematic marketing research of the external environment and consumer needs will contribute to the development of innovative projects effective in terms of the market, which will lead to an increase in demand for such products and ensure sustainable economic development of enterprises in the agrarian sector.

ФОРМУВАННЯ СИСТЕМИ МАРКЕТИНГОВИХ ДОСЛІДЖЕНЬ НА ПІДПРИЄМСТВІ

The article examines the approaches to the organization and conduct of marketing research, establishes their role in the activities of modern enterprises in Ukraine, as well as notes the errors that may occur during the research. It is determined that marketing research can be conducted in various forms, but systematic research is common to all such forms. In order for the company's products and services to be accepted by consumers, management needs to know the needs and tastes of the target audience. Market research provides the company with the necessary information about competitors and its products / services in the market. Systematic marketing research requires careful planning and an orderly investigation process. The study of the market environment allows companies to reduce risk, determine the main characteristics of goods that are marketed, price levels, a set of marketing communications, sales channels. Marketing research helps the company direct resources to where they will be most effective In order for the company's products and services to be accepted by consumers, management needs to know the needs and tastes of the target audience. Market research provides the company with the necessary information about competitors and its products / services in the market. The results of such studies give an idea of what measures the company needs to take to ensure a competitive advantage in a market environment. Therefore, companies must make such business decisions and develop marketing strategies that will be based on market research. With the help of marketing research provides feedback from the company to consumers, which reveals the degree of satisfaction of their needs, characteristics of their consumer behavior when choosing and buying goods / services, motives, preferences and attitudes to goods. It is established that market research is important for any business and should not be carried out once. Successful companies need to conduct marketing research on an ongoing basis to track market trends and increase their competitiveness. Marketing research is important for businesses because it helps them understand the target market and increase sales.

Perceptual Mapping for Agricultural Marketing Research: Concept and Methodologies

In the agriculture the focus was more on the production of commodity than marketing of it. In the wake of the focus on doubling the income of farmers one of the strategies can be the direct marketing of the produce. It may be possible through the market research, which previously had been in use at very nominal rate, but at present we have systematic market research technique and methodology for market positioning and for the formulation of suitable strategies for the farmers. One of the suitable and systematic marketing research techniques is perceptual mapping. Perceptual maps are often used in marketing to visually study relations between two or more attributes the process of making perceptual map is perceptual mapping. However, in many perceptual maps published in the recent literature it remains unclear what is being shown and how the relations between the points in the map can be interpreted or even what a point represents. The term perceptual map refers to plots obtained by a series of different techniques, such as principal component analysis, (multiple) correspondence analysis, and multidimensional scaling, each needing specific requirements for producing the map and interpreting it. Some of the major flaws of published perceptual maps are omission of reference to the techniques that produced the map, non-unit shape parameters for the map, and unclear labelling of the points. To facilitate this, a small set of simple icons that indicate the rules for correctly interpreting the map. We present several examples, point out flaws and show how to produce better maps.

Selected methods of studying a college’s image

Positive image and reputation building are important strategies in developing the permanent recognition of a college in the education market. Although it seems challenging to measure image and reputation, they are an important opportunity to gain a competitive advantage due to the fact that they are unique, hard to imitate and increase a college’s chances of attracting more students. Image management requires systematic marketing research. This article is the author’s proposition for a set of image research methods that can be used by colleges.

Маркетингові технології як інструмент активізації розвитку вітчизняних підприємств

The modern Ukrainian marketing environment at the present stage undergoes both changes and introduction of new practical knowledge. But one of the necessary conditions for the effective functioning of any economic entity is the active use of marketing instruments to achieve its own socio-economic goals. The revival of the activation of domestic firms in international markets is a complex process that requires systematic marketing research, determination of potential and creation of sustainable competitive advantages. Therefore, the shortest and fastest way to launch this process is to introduce marketing technologies. This topic is relevant because currently our market does not pay enough attention to the promotion of the latest technologies for Ukrainian enterprises and uses their classic list without observing the stages. The article is aimed at exploring the possibilities of using marketing technologies to activate the development of domestic enterprises. Statistics on the use of marketing technologies in Ukraine are analyzed. Both the classical and the novel marketing technologies are examined, the classic ones being: segmentation, targeting, positioning, analysis, forecasting; the novel being: viral marketing, event marketing, Internet marketing. The concept and essence of these technologies are disclosed in view of practical content. The advantages of modern marketing technologies in competitive rivalry are determined; it is specified, why more and more enterprises prefer marketing technologies when creating new products. The main factors that facilitate the introduction of marketing technologies for Ukrainian enterprises are allocated and systematized. The advantages of each proposed marketing technology are outlined. The stages of introduction of technologies into the market of Ukrainian enterprises are characterized, recommendations on improving approaches to their implementation are provided.

MARKET RESEARCH OF INBOUND TOURISTS IN CHERNIGOV AS A FACTOR OF INCREASING TOURIST ATTRACTIVENESS

Urgency of the research. Tourist sector in Ukraine is developing in close relationship with the historical, cultural and natural resources within a particular area (region, city), which should be considered as a specific tourist product with unique properties, different competitive advantages necessary for optimum tourist attraction. Target setting. Ukraine generally and for individual areas (regions and cities) has great potential for development of tourism industry. Its effective operation requires state support and systematic market research. Actual scientific researches and issues analysis. Research trends of the tourism market and the impact of tourism on the socio-economic development of certain areas (regions and cities) were committed by A. Romanova, T. Sergeeva, S. Shkarlet. Uninvestigated parts of general matters defining. Сonsidering the complexity of the political and economic situation in Ukraine, the lack of regulation of tourism experience, changes in the environment there is the necessity of regular monitoring of the tourism industry. The research objective. The purpose of the article is to study the market of entry tourists in Chernihiv, to identify problems and prospects of tourism development that will increase the tourist attractiveness of the city. The statement of basic materials. Through market research entry of tourists of Chernihiv there were identified such problems of development as poor infrastructure; the substance of a clear concept of tourism; deficit financing; lack of coordination of actions between the government, businesses and the public. The development prospects for increasing the tourist attractiveness of Chernihiv on the basis of accounting weaknesses, leveling threats of tourism in the city, efficient use of available resources and potential are proposed. Conclusions. On the way to increase tourist attractiveness of Chernihiv an important thing is an accurate and correct prioritization of tourism development that is subject to systematic market research.

Point-to-point people with purpose—Exploring the possibility of a commercial traveler market for point-to-point suborbital space transportation

An argument was made at the First Arcachon Conference on Private Human Access to Space in 2008 [1] that some systematic market research should be conducted into potential market segments for point-to-point suborbital space transportation (PtP), in order to understand whether a commercial market exists which might augment possible government use for such a vehicle. The cargo market potential was subsequently addressed via desk research, and the results, which resulted in a pessimistic business case outlook, were presented in [2]. The same desk research approach is now used in this paper to address the potential business and wealthy individual passenger traveler market segment (“point-to-point people with purpose”). The results, with the assumed ticket pricing, are not encouraging.

A Grey Relation Approach to the Integrated Process of QFD and QE

During the process of concurrent design, a designer must focus on meeting the changing requirements of customers and reacting to the rapid decrease of the life-cycle of the product in a dynamic market. However, the cost induced by the quality delinquent and aftermarket service is a critical factor in the enterprise profit. This research proposes a product design methodology that integrates the grey relation approach to quality function deployment (QFD) and quality engineering (QE) to solve the problem. It is noted that the process increases customer satisfaction and enhances product quality in response to global competition. Based on the results of systematic market research performed on customer requirements ( CRs), the hierarchical clustering technique and grey theory have been applied to identify, categorize, and evaluate CRs to rank their grey relational importance. The critical design characteristics ( DCs) have been identified using QFD, which applies the semantic differential method on the relationship matrix cell to evaluate their relationship with CRs. The selected DCs are then evaluated to determine noise and possible loss of quality using the orthogonal experiment of the Taguchi method. The objective of the optimization process is to integrate QFD and QE into the development process and to optimize the quality of product development. With support from a timer manufacturer, six existing products have been selected to demonstrate the applicability of the approach described above. This robust product design process provides encouraging evidence for a new approach that can improve quality, reduce variation, and increase customer satisfaction and enterprise profit.

Sudanese live sheep and mutton exports competitiveness

The livestock sector of Sudan provides livelihood for about 17% of the population. Sudanese livestock products meet the domestic demand for meat in addition to a substantial excess for export amounting to about 22% of total country exports. It contributes about 19% of GDP. Sheep marketing in Sudan is characterised by traditional operations and is informally organised, although, recently there are great efforts by the formal livestock authorities to organise some secondary and terminal livestock markets. These markets are deficient in basic infrastructures and systematic marketing research. The system as a whole is faced by various complex obstacles and constraints, which decrease the contribution of livestock in general, and sheep in particular, to the national economy, and suppress the optimum exploitation of this resource. These obstacles are represented in the lack of transportation networks that connect the production and consumption centres to break the seasonality of supply that creates shortages and high prices at the consumption centres. This paper employs the policy analysis matrix (PAM) technique to examine the Sudanese live sheep and mutton competitiveness in the international market. The results indicated that the market price was greater than the border price implying a positive incentive as an implicit subsidy to the live sheep exporter. The mutton exporters were found subsidised as well. The international value added (IVA) indicted a positive foreign exchange earnings or savings. Exported live sheep and mutton coefficient of competitiveness (CIC) implied that sheep and mutton exports are profitable and internationally competitive.

RISK PERCEPTIONS, EXPECTATIONS, DISAPPOINTMENTS, AND INFORMATION PROCESSING TENDENCIES OF ONE- AND TWO-STAR HOTEL GUESTS: IS THERE A MARKET FOR LOW-STAR HOTEL CATEGORIES IN AUSTRIA?

Identifying the target segment is the basis of developing efficient market segmentation strategies, and efficient market segmentation is vital in an industry that is becoming increasingly competitive, as in the case of international tourism. In Austria, hotels in higher star grading categories have addressed this need through systematic market research designed to identify the needs of their consumers. Not so the hotels in the one- and two-star category: these typically do not segment the market and tend to assume that increasing their star grading will lead to increased market demand instead of investigating the specific needs of tourists who very consciously choose low-star-graded hotels. This article aims to examine this a priori segment with regard to issues that are known to influence choice behavior, namely expectations, disappointments with past experiences, and perceived risk, while taking into account information need and processing habits. The ultimate purpose of the study is to stimulate development of a segment-oriented marketing strategy for one- and two-star hotels should this guest segment differ significantly from that comprising tourists staying in higher graded hotels.

From a Seed to a Need: the Growth of Shape Memory Applications in Europe.

AbstractA more systematic marketing research approach has finally revealed good ideas anticipating a market need for the use of shape memory alloys. The success of those new ideas, prototypes and applications are analysed in terms of “the value of the function”, defined as the importance of the function divided by the cost of providing the function. A high importance and/or a low cost of the function are thus the basic requirements for the successful introduction of shape memory applications. Attention is also paid to the way how the 4 P's, product, price, place, promotion (the marketing mix) are applied by the European companies. Those different items will be illustrated on the basis of some small-, medium- and largescale applications, used in different markets. “to the point research”, fundamental and applied, on material properties as well as on manufacturing (cost reduction) is being discussed as the key factor to increase the function value.

Enterprise-level marketing research activity in Poland: The PREDOM/POLAR experience

Shortages of consumer goods in Poland have been widely and generally accurately reported and analyzed in the Western professional and popular press. However, comparatively little attention has been given to product areas in which adequate market supplies are available in Poland, and in which export markets are consequential. Managers of enterprise which produce these goods are especially needful of formal, systematic marketing research activity. This article describes the marketing research program at one of Poland’s more progressive enterprises, PREDOM/POLAR, the nation’s prinicpal manufacturer of refrigerators and washing machines.

Needs Assessment and the Curriculum

In looking over the topics for these meetings, one finds three classes of needs: student needs, society's needs (local and world), and teachers' needs. In addition, there are meetings devoted to the needs of preadolescents and of adolescents, and to determining the special needs of today's Canadian children and young people. There are, of course, many other variations in the matter of needs. Needs change with time; needs vary with the views of the assessor. Once we begin to inventory variation in needs, it is difficult to know when to stop-a difficulty that does not bother educationists who value variability for its own sake and would not want to stop. One group meeting offers a principle for limiting the number and kind of needs that have to be taken into consideration in curriculum design (viz., What kinds of needs can the school meet?) and one meeting hints at a limitation of circumstances (viz., How much freedom do teachers have in adjusting the curriculum?). However, one may expect that at both meetings there will be some, perhaps many, who regard these limitations as targets for change rather than parameters of endeavor. I would like to discuss three approaches to the ideal of an optimum match between needs and curriculum. The first is what may be called the supermarket model. The shelves are filled with whatever foods the consumers have indicated they want or need or will buy. What the consumer wants can be ascertained by systematic market research, by polls, or by meetings of consumers. The second approach, to extend the analogy, is like the health food store stocked by nutritional experts who have figured out a basic diet for the average-income family. There may be a variety of moderately priced items in each category, but there probably is no gourmet corner or an abundance of sweets and prepackaged meals. The selection represents This paper was prepared for the Needs Assessment Conference of the Ontario Federation, May 1975. It combines for publication two addresses on related aspects of the topic of needs, which were presented separately at the conference. [Eds.]