Introduction. Modern development of socio-economic sector makes adjustments to market environment. Enterprises require expansion of their activities and feel necessity to diversify risks. Satisfaction of consumer needs is accompanied by introduction of innovations in various areas. Focusing on marketing 3.0, when market activity should not only ensure enterprise’s profitability, but also care about consumer and environment, is embracing more and more enterprises and becoming modern business responsibility. Therefore, the problem of social entrepreneurship research in context of sustainable development is becoming relevant and important. Aim and tasks. The main aim of this work is to formulate theoretical means for social entrepreneurship research, which should reveal peculiarities of tools to achieve global goals of sustainable development. To achieve this goal, the following tasks have been solved in this study: analysis of definitions and study the essence of “social entrepreneurship” concept; interconnection of social entrepreneurship goals with global goals of sustainable development and compliance with modern concept of marketing 3.0. Results. Research of “social enterprise” definition allows to define it as stable business structure, tended to self-development, which forms mechanism of social support and infrastructure development through close integration into social system. Social entrepreneurship is aimed at solving social problems and other goals of marketing 3.0. Social enterprise is considered in context of sustainable development, which is a concept that requires balance between satisfying current needs of people and protecting interests of future generations, ensuring their necessity for safe and healthy environment, and it must be able to contribute to global goals of sustainable development at local level. Conclusions. Social enterprises have become an acceptable mechanism for solving socio-economic problems, as they are developing and expanding new tools to achieve global goals of sustainable development at local level. Social entrepreneurship has opportunity to involve socially vulnerable groups in public life and expand citizens’ activity. Social entrepreneurship today is aimed at positive social changes and providing basic human needs in an optimal way.
The aim of the article. In modern conditions, marketing exists on a border between the traditional and the digital. The visual merchandising affects not only stationary but also online stores. It must be adapted to volatile trading conditions and be adapted to consumer behavior and needs. The authors believe that the ultimate goal of modern marketing is not only in the purchase of goods or services, but in the achievement of customer loyalty as well. Because in the changing of conditions of the economies of countries, high load of information, oversaturation of commodity markets and accelerating the overall pace of society, there is a need to form loyalty to their own customers for the survival of enterprises. Convenience of purchase, the level of service quality, price, quality and compliance with existing trends in the goods are the main motivation to the purchase and a prerequisite to the formation of loyalty. The aim of the article is to substantiate the influence of visual merchandising on the formation of customer loyalty on the example of a stationary and online store. The results of the analyses. The article investigates the tools of visual merchandising of a stationary and online store in the context of its influence on the formation of customer loyalty. The influence of modern marketing trends on the concept of AIDA and its transformation into 5A is revealed. The step-by-step content of the buyer's path from the stage of knowledge to the stage of propaganda is detailed and described. The essence of visual merchandising and the composition of its main elements are given. It has been shown how visual merchandising influence customer loyalty at the stage of purchasing through visual elements such as lighting, colors, fonts, signs, shop windows, shelves and cabinets, position of goods at the point of sale, place of store, etc., which in combination form impressions of the buying process and consumer satisfaction. There are revealed the tasks and tools of visual merchandising with details and descriptions of most of them. It is justified the choice of the store for conducting a study of the impact of visual merchandising on customer loyalty. The difference between the tools of visual merchandising of a stationary and online store on the example of Zara clothing retail chain is analyzed. A brief description of Zara store is presented. The possible actions of the buyer at the stage of the purchase process and the composition of the elements of visual merchandising of the website are analyzed. The analysis of the buyer's path in a stationary store is given. It is concluded about the different advantages of both options of trade, i.e. the possibility of direct contact with goods and the possibility of remote purchase. Possible mistakes of visual merchandising in the process of loyalty formation are indicated. It is also recommended to use additional principles of visual merchandising to enhance the positive effect (the pyramid principle and the rule of three). The scientific novelty of the work is the allocation of visual merchandising as a separate tool in the process of forming customer loyalty, which is justified by the extension of the AIDA concept to 5A: to aware, to appeal, to ask, to act, to advocate. Conclusions and perspectives for further research. Visual merchandising affects customer loyalty quite indirectly, which is unnoticed by the customer. But since it provides comfort of the purchase process through visual elements such as colors, spatial compositions, shop windows, lighting, location, signs, billboards, markings, etc., its impact should be taken into account in the marketing activities of enterprises. Prospects for further development should be in more detailed studies of visual merchandising in terms of information technology used in modern marketing. Keywords: marketing 4.0, loyalty, visual merchandising, stationary store, online store.
В статье проанализированы существующие подходы к определению термина «бенчмаркинг». Раскрыта сущность бенчмаркинга, которая заключается в анализе лучших методов, приемов, наиболее успешных форм ведения бизнеса, используемых предприятиями на рынке, включая анализ эффективности работы собственных отделов, подразделений и специалистов. Обоснованы причины роста популярности бенчмаркинга. Приведены основные виды бенчмаркинга с перечнем преимуществ и недостатков каждого: функциональный, внутренний, общий, конкурентный. Раскрыты основные этапы проведения бенчмаркинга: определение, анализ и детализация объекта бенчмаркинга; выявление и определение характеристик бенчмаркинга; формирование команды бенчмаркинга; выбор партнеров по бенчмаркингу; сбор и анализ информации; оценка возможности достижения необходимых характеристик; определение возможных изменений; разработка стратегических целей и планов; реализация изменений и контроль; принятие решения о повторении бенчмаркинга. Обоснованы особенности бенчмаркинга в управлении маркетинговой деятельностью предприятия. Ключевые слова: маркетинг, бенчмаркинг, бенчмаркетинг, маркетинговые исследования, функциональный бенчмаркинг, внутренний бенчмаркинг, общий бенчмаркинг, конкурентный бенчмаркинг. У статті проаналізовано існуючі підходи до визначення поняття «бенчмаркінг». Розкрито сутність бенчмаркінгу, яка полягає в аналізі найкращих методів, прийомів, найбільш успішних форм ведення бізнесу, які використовуються підприємствами на ринку, включаючи аналіз ефективності роботи власних відділів, підрозділів і фахівців. Обґрунтовано причини зростання популярності бенчмаркінгу. Наведено основні види бенчмаркінгу з переліком переваг і недоліків кожного: функціональний, внутрішній, загальний, конкурентний. Розкрито основні етапи проведення бенчмаркінгу: визначення, аналіз і деталізація об'єкту бенчмаркінгу; виявлення і визначення характеристик бенчмаркінгу; формування команди бенчмаркінгу; вибір партнерів із бенчмаркінгу; збір та аналіз інформації; оцінка можливості досягнення необхідних характеристик; визначення можливих змін; розроблення стратегічних цілей і планів; реалізація змін та контроль; прийняття рішення про повторення бенчмаркінгу. Обґрунтовано особливості бенчмаркінгу в управлінні маркетинговою діяльністю підприємства. Ключові слова: маркетинг, бенчмаркінг, бенчмаркетинг, маркетингові дослідження, функціональний бенчмаркінг, внутрішній бенчмаркінг, загальний бенчмаркінг, конкурентний бенчмаркінг. The method for comparison of competitive positions is simple for adopting by management of any enterprise, and currently it is widespread in many fields and areas of activity. A certain type of this method is benchmarking, popularity of which is growing according to conducted researches. In the article, the current approaches for defining the term of benchmarking has been examined-from a derivative of a development of the competitiveness concept and of a program for quality improvement-to an attribution to a set of exotic tools of Japanese business practice. The essence of benchmarkin...
Seleznova O. The development of the construction companies' pricing policy [Електронний ресурс] / Olha Seleznova // Соціально-економічні проблеми і держава.-2016.-Вип. 1 (14).-С. 110-116.-Режим доступу до журн.: http://sepd.tntu.edu.ua/images/stories/pdf/2016/16soocpp.pdf. This open access article is distributed under a Creative Commons Attribution (CC-BY) 4.0 license.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
customersupport@researchsolutions.com
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.