У статті розглянуто питання клієнтоорієнтованого маркетингового управління підприємствами в умовах сучасного бізнес-середовища. Досліджено передумови та особливості впровадження концепції маркетингу відносин та напрямки удосконалення маркетингового управління в контексті даної концепції. Узагальнено підходи до розуміння поняття «клієнтоорієнтованість» та висвітлено його еволюційний розвиток. Систематизовано фактори та принципи, що характеризують клієнтоорієнтованість. Обґрунтовано переваги використання клієнтоорієнтованого підходу в діяльності вітчизняних підприємств. Доведено, що орієнтація на клієнта стає головним фактором при побудові успішної бізнес-стратегії. Визначено фактори, що впливають на трансформацію функцій маркетингу відносин. Запропоновано розглядати систему маркетингу відносин як сукупність складних зв’язків усередині підприємства та із суб’єктами ринку на мікро- й макрорівні.
The article investigates the components of sales management of an industrial enterprise. In the study of the theoretical foundations of sales management of the enterprise was considered the semantics of the concept of «sales», «sales management». The principles, functions and components of the sales management system were studied. Because of research of semantics of concept of «management of sales activity», the following generalizations are made: 1. The study of the concept of "sales management" in the works of most domestic scientists is focused on the study of the function of organizing the process of movement of goods from producer to consumer. 2. When studying the category of «sales management», almost all scientists emphasize the interpretation of the concept of «sales» and its elements. 3. In the works there is no study of the sales management system in the general management system of the enterprise. Therefore, we propose to consider the system of promotion of manufactured products on the market (formation and maintenance of demand, receipt and processing of orders, equipment for shipment to consumers, as well as shipment and delivery) and planning and organization of payments. In accordance with the defined purpose and content of the studied concept, the main functions of the sales management process were considered: forecasting and planning, organizational and coordination, stimulation and motivation; monitoring and control. Having analyzed the main categories of sales management, we have clearly outlined the principles of quality implementation of the sales process: compliance of goods with the needs and demands of consumers and market requirements; infrastructural and information-analytical support of sales activity; selection of optimal sales channels in terms of efficiency and profitability, as well as staffing and financial support of the sales system.
Agricultural development is a determining factor in ensuring food security. The intensification and innovation of agriculture is a prerequisite for meeting the food needs of the world’s population. Any innovative activity is Entrepreneurial and is based on the search for new ideas and their assessment; finding the necessary resources; Enterprise creation and management; receiving cash income, and personal satisfaction with the achieved result. The specificity of innovation is its riskiness, so often, investors simply ignore insufficiently substantiated projects. Currently, the due diligence procedure is gaining popularity, during which an investment study is carried out to establish the risks of a proposed capital transaction and develop a competent mayor to manage them. In the article, the authors considered the features and difficulties of marketing for startups and innovations in agricultural entrepreneurship and proposed a due diligence procedure to improve it. Due diligence is actions aimed at obtaining an objective picture of the object of financing. Due diligence is necessary both before investing, merging or buying a company and before starting any kind of cooperation with startups and innovations. The authors considered introducing the due diligence procedure and alternative ways of acquiring a business, indicated and analyzed the main stages of the financial due diligence procedure, and gave an example of the report of the diligence procedure for an agricultural startup.
The article explores approaches to understanding marketing communications and describes marketing communication tools. Marketing communications should be considered in two aspects: traditional marketing (a set of tools that affect the end consumer in the process of making a purchase decision and motivate him to action) and relationship marketing (focusing on the process of establishing long-term partnerships between all participants in marketing). As a result of a detailed analysis of approaches to defining the essence of marketing communications, marketing communications is the formation and maintenance of partnerships between the company (manufacturer) and target groups of consumers (individual consumers, suppliers, intermediaries) through traditional and interactive channels of information about the company and its products. (services). The channels of distribution of advertising messages by trade enterprises are characterized and the classification of ATL, BTL and TTL communication tools is investigated. The dynamics of the media market of Ukraine for 2017-2020 is studied and the growth of the role of Internet advertising is determined. On the basis of the conducted researches recommendations on increase of efficiency of system of marketing communications of the trading enterprises are offered.
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