Suchergebnisse

The study evaluated the state of international activities of extractive industry enterprises of Ukraine in the conditions of overcoming the consequences of corona crisis. The system of indicators to assess the effectiveness of their marketing activities in conditions caused by the pandemic coronavirus COVID-19 was developed. The evaluation system proposed in the study includes the analysis of indicators of production volume of the main types of extractive industry products, the dynamics of kaolin mining volumes in Ukraine and the dynamics of sales volumes of extractive industry products by Ukrainian enterprises on international markets. Also the structure of sales volumes of extractive industry products by Ukrainian enterprises on international markets was determined. An important stage of the proposed research methodology is the assessment of indicators of convergence of international markets in the conditions of overcoming the consequences of corona crisis. In the process of the study a comprehensive assessment of the convergence of Ukrainian enterprises of extractive industry in the conditions of overcoming the consequences of corona crisis was carried out. The approach is based on the application of ranks summation method for rating international markets by the system of dynamic indicators. The results of the study made it possible to determine the marketing attractiveness of markets of Belgium, Canada, Netherlands, Bangladesh, Hong Kong China, Pakistan for the activities of domestic enterprises of extractive industry at them, and assess their convergence. The last stage of the research was an expert assessment of convergence indicators of international markets in the conditions of overcoming the consequences of the coronocrisis. As a result of such assessment four international convergent markets were identified - Belgium, Canada, the Netherlands, Hong Kong, which demonstrate favorable conditions for doing business at them, and which indicates the existence of convergent conditions for domestic mining companies to sell the commodity group "2507 Kaolin and other kaolin clays" at the markets".

Grape-growing enterprises face several challenges in maintaining their effectiveness in the competitive market. One way to enhance their effectiveness is by implementing innovative marketing strategies. However, there is a research gap regarding the effectiveness of such strategies in the grape-growing industry. The objective of this study is to explore the use of innovative marketing strategies to increase the effectiveness of grape-growing enterprises. This study employed a qualitative research approach, involving interviews with grape-growing enterprises that have implemented innovative marketing strategies. The findings suggest that the use of innovative marketing strategies, such as digital marketing, experiential marketing, and influencer marketing, can increase the effectiveness of grape-growing enterprises. Furthermore, adapting to changing consumer preferences and differentiating from competitors is crucial for remaining competitive in the market. The adoption of innovative marketing strategies can help grape-growing enterprises increase their effectiveness and achieve sustainable growth in the long run. This study provides valuable insights into the effectiveness of innovative marketing strategies in the grape-growing industry and can serve as a basis for further research in this field.

Niniejszy artykuł ma na celu analizę wykorzystania i wdrożenia zasad marketingu w działalności bankowej. Obejmuje analizę istoty świadczenia usług i rynku usług finansowych, zasad marketingu bankowego oraz kształtowania instrumentów marketingowych w bankach. Ponadto zawiera przykłady wdrożenia i wykorzystania zasad marketingowych w wybranych bankach. Konieczność stosowania zasad marketingu w działalności banków wynika ze zmian, które zaszły w ciągu ostatnich kilkudziesięciu lat na rynku usług bankowych i w otoczeniu instytucji finansowych. Rynki finansowe stanowią nieodłączny element każdej gospodarki, a także rynki towarów konsumpcyjnych, towarów wytwarzanych i zasobów. Angażują się w proces przepływu funduszy i produktów.

Nowadays, the Ukrainian economic system is facing difficulties because of country's integration into the world globalization processes, and crisis phenomena create uncertainty and lack of stability to entrepreneurship that results in the increase in risk of international business processes. Therefore, assessing the marketing performance of a domestic enterprise under the instability is of particular interest. This requires for quantitative and qualitative system-based and situational reasoning of its marketing development plan. The main objective of the paper is to determine the methodological approaches to assessing both the quantitative and qualitative results of an enterprise's marketing performance. It is determined that in the current context of the national economic system, the operation of business must include the actions directed to mutually agreed economic, image-building, informational, environmental, and social goals. In this regard, the concept of marketing strategy of an enterprise's functioning and development in a volatile environment based on the system-based and situational approach is developed, and the assessment tools to evaluate marketing strategy performance are proposed (marketing performance evaluation model based on sales revenue index; forecasting the amount of profit from participation in international business processes; plan of actions in cases of forecasting the profit from participation in international business processes taking into account the effectiveness of marketing strategies realization; PSR-FM method that allows to integrate evaluation results of customers' perceptual and transactional loyalty). The approaches to assessing the effectiveness of the enterprise's marketing strategy development allow to analyze both the marketing performance of an enterprise at large and the specific marketing initiative regardless of area of economic activity.

Kurzfassung H. Maarof: "Eisenbahnvertrieb bzw. -marketing" Viele Länder erkannten die Bedeutung des Eisenbahntransports. Sie planten mit wissenschaftlichen Methoden, den zunehmenden Bedürfnissen unter Berücksichtigung der vorhandenen Möglichkeiten zu begegnen. In Entwicklungsländern wie Syrien besteht ein ständiger Bedarf an Institutionen mit höheren Planungsaufgaben des Eisenbahntransports. Diese haben die Aufgabe, die vorherrschenden Probleme des Eisenbahntransports wissenschaftlich zu analysieren und zu lösen, insbesondere die Marketing-Probleme. Während viele andere Länder eine wahre Revolution im Bereich des Eisenbahntransports erleben, ist der Eisenbahntransport in Syrien unfähig, zur Entwicklung der Volkswirtschaft aktiv beizutragen, und liegt besonders bei den Fahrgastzahlen unter dem gewünschten Niveau. Das verschafft ihr eine schlechte Ausgangslage im Vergleich zu konkurrierenden Landtransportmitteln und dem Luftverkehr. Der Wert dieser Forschung hebt sich dadurch hervor, dass sie einen wichtigen Sektor der Syrischen Volkswirtschaft betrachtet, über den bisher nur unausreichende Studien erschienen, und der die Aufmerksamkeit der Forscher in der Vergangenheit nicht anzog. Sie stellt ein reales Bild über den Zustand des Eisenbahntransports in Syrien dar. Sie beinhaltet eine Erklärung des Service-Konzepts, ihrer Eigenschaften und des Wertes der Verwendung eines speziellen Marketing-Mix, der zur Entwicklung des Eisenbahntransports beiträgt. Zudem werden die Marketing-Politik der Deutschen Bahn und ihre Nutzungsmöglichkeiten für die Syrische Eisenbahn untersucht. In dieser Studie werden zwei grundlegende Verfahrensweisen verfolgt, die analytisch beschreibende und die statistisch übersichtliche Verfahrensweise. Wir verwendeten die analytische beschreibende Verfahrenweise durch eine Darstellung der Realität des Bahntransports in Syrien, Analyse der Daten und Errechnung von Prozenten und Parametern, sowie die Analyse einiger Daten der Deutschen Bahn. Für die statistisch übersichtliche Verfahrenweise wurde eine Umfrage von 400 Angestellten der syrischen Eisenbahn durchgeführt, sowie einige persönliche Interviews mit Managern einiger Abteilungen und Passagieren. Nach der Analyse der Marketing-Probleme der Syrischen Eisenbahn und ihren Behandlungsverfahren, und der Untersuchung in der Vertriebspolitik der Deutschen Bahn und ihrer Nutzungsmöglichkeiten für die Syrische Eisenbahn, kann festgehalten werden, dass der Erfolg der Marketing-Politiken von dem technischen Zustand der Eisenbahnanlagen, der Kommunikationssysteme, der Kontrollen, der Züge, der Waggons, der Bahnhöfe und des Schienennetzes abhängt. ; Summary H. Maarof: "Marketing activities in the rail transport industry " In many countries, the importance of the rail transport industry is increasing, and scientific methods are applied to increase the output and service quality of the rail industry. Furthermore, developing countries such as Syria need to redesign their institutional framework in order to be prepared for the future challenges in the rail sector. Hence, these institutions must be redesigned such that they can analyze the rail industry scientifically and find adequate ways to deal with these future challenges. One important element of a future strategy for rail service providers in developing countries is to improve their marketing activities. The success of optimized marketing activities can be observed in different countries. In Syria, marketing activities do not seem to be so successful and, for this reason, a great potential to improve the performance of rail service providers in this country by new and more intense marketing activities exists. These activities can also be useful to enhance the competitive position of rail service providers against the transport service providers in the road and air transport sector. The contribution of the research provided in this thesis is to consider an important part of the Syrian industry that has not garnered much attention from other economists so far. Furthermore, this thesis provides a realistic picture of the current state of the Syrian rail industry, which is based on a questionnaire of 400 individuals, which include managers and employees, of the Syrian rail company and several personal interviews of managers and passengers. The thesis also describes marketing activities that are specifically designed to improve the performance of rail industries. As a practical example, the historical developments and current marketing activities of the German rail company (DB) are described and analyzed in great detail. Based on this example, lessons for the Syrian rail sector are derived. Altogether, I find that the technical standards of rail infrastructure facilities, communication systems, locomotives, cars, stations and railways are important determinants of the success of marketing strategies in the rail industry.

This paper analyses the marketing management practices and their implications for the SOEs in the state of Mizoram. The success and continuous growth of an enterprise depends heavily on marketing ability. Finance, operations, accounting and other business functions will not really matter if there isnt sufficient demand for products or services so the company can make profit. The five state-owned enterprises under study are incorporated as government companies with the objective of marketing a product or a service. They are, therefore, obligated to create customers and meet their needs satisfactorily. The objective is to analyze the marketing practices so as to find the reasons for failure and look for possible solutions.

Introduction. Nowadays one of the main problems of Ukrainian enterprises is the large number of analog products and companies that provide the same services. The level of competition has long since shifted from quality competition to competition, which is not significantly affected by marketing preferences. Consumers are increasingly guided by the additional criteria created by air-conditioning marketing, sales promotion or loyalty programs when choosing products and services. In this context, the important need to implement an effective system of marketing research for these cooperatives on the basis of complexity and continuity.Purpose. The main purpose of this article is to develop a conceptual and categorical apparatus for managing the marketing research system and to study the main factors that influence the choice of a marketing agency by real and potential clients.Results. The article describes the basic concepts associated with the marketing research system. The stages of marketing research are revealed and each of them is disclosed in detail. The data (foreign experience) that characterize the goals of marketing research for their individual areas and methods of their implementation are presented. The dynamics of the market of market researches in Ukraine was investigated. The chaotic choice of consumer choice of a another product (service) in the market is emphasized and the structure of marketing research orders is created.Originality. Realized in the systematization of the factors that affect the leaders of small and medium-sized businesses in the process of forming demand agency for marketing research.Conclusion. Studies have shown that the market for marketing research has a negative order level compared to last year. This is due to the fact that Ukraine is currently facing a difficult socio-political and economic situation. In general, the market for marketing services relies on the budgets of customers, but due to the political situation in the country, it has reduced the scope of its work. In this regard, the primary goal of all marketing agencies should be to increase their economic performance and to attract more and more new markets. To do this, they need to use modern research methods and marketing channels. Today, the market for market research is experiencing an increase in the share of sociological companies, which, without changing their specialization, are trying to pay more attention to marketing research. Agencies that mainly specialize in B2B create as many customer relationship channels as possible. They conduct surveys, surveys and open call centers. There is a diversification of the research market while retaining companies of their specialization and specificity. Thus, there is an activation of agencies in the performance of their work: the attraction of new research methods, STP, etc. Such demand is characterized by the relatively low cost of such research, however, there is a clear tendency to expand the range of services in the field of individual orders.

The conditions of making business in Ukraine are characterized by economic, political, social and military tensions, which significantly affects its efficiency and development dynamics. The development of new protection systems requires the formation of the theoretical basis, which is possible provided that the scientific search in the field of enterprise security is stepped up. The essence and key parameters of the enterprise's safety are characterized. The definition is proposed, the components are identified, the principles are considered and the place of safety of potential in the structure of the economic potential of the enterprise is justified.

The pace and scale of digitalization of modern global information society opens up new business opportunities. At the same time, they pose new challenges for business owners and managers. Increasing digitalization has enabled various new forms of enterprise operation, but it has also forced companies to reflect on their current strategy early on. Given this fact, the aim of the study is to present the impact of digitalization on enterprise activities by stimulating the use of online sales through electronic distribution channels, social networks and mobile applications. To confirm this impact, the authors propose a comparative system for assessing the parameters of digitalization impact on the activities of an enterprise. On the basis of the developed «tree of goals», the dynamics of digitalization of services is projected and prospects for the development of this field of activity are outlined. To test the proposed methodology, a railway passenger transportation company (OJSC Russian Railways) was chosen as the object of study. Research methods used in the study include: 1) statistical; 2) SWOT analysis; 3) systematization, comparative and structural-dynamic analysis; 4) expert survey. As a result of identifying the impact of individual elements of digitalization on the level of activity, a number of recommendations are proposed for the development of digitalization of services for the sale of electronic tickets and their accounting for railway passenger transportation enterprises. Given the relevance of the topic under study, the structure is understood as a solid basis for further discussion and future research. Growth strategies for companies are identified and described, as well as the assets and capabilities required for successful digital transformation. A research program is proposed to stimulate the activities of enterprises in the field of digitalization.