Environmental issues are a priority, since global environmental problem has become perceived as a threat to humanity’s existence. The necessity and timeliness of conceptual marketing approaches revision are dictated by the formation of new economy sector of ecological goods and services, and the environmentally responsible marketing concept is being formed. The purpose of the work is to substantiate the environmental factor influence on consumer behavior motives and formation of consumer demand for environmental products within the frame of environmentally responsible marketing. Changes in the external marketing environmentlead to changes in the internal environment of the market entity, causing its environmental development. The recorded tendencies and changes in the marketing environment form the marketing ecological imperative, which takes into account the environmental factor in marketing activity of the market player. The research allows to determine the position of ecologically responsible marketing as a basic marketing concept that defines the philosophy and technology of marketing management by socio-economic systems regardless the sphere of the market entity activity in conditions of ecological imperative. The analysis shows that the modern Ukrainian society began to strive not only to purchase and consume desired products, but also to improve and to preserve the ecological situation. In a market environment, the specific marketing activity feature, which changes under the influence of the factor of ecological situation quality deterioration, adds new tasks, concomitant to main classical. The development of the enterprise environmental management system will promote the implementation of environment-oriented goals: formalization of the environmental products concept, environmental products market development, certification programs development, preservation of the environment quality, formation of ecologically oriented consciousness of the society. Considering the understanding of the needs, the motivational aspects of ecologically oriented consumer behavior in the market are stated in the form of the system based on the need for the security. Through the development of eco-responsible marketing tools and their step-by-step introduction into enterprise activity, it becomes possible to develop the ecological products market through the implementation of proactive environmental activity and satisfaction of individual consumer demand.
Abstract. The subject of the study is a set of theoretical and methodological aspects of development strategy formed for objects (country, region, branch, enterprise) on the basis of the life cycles theory under the external environment uncertainty. The methodology of strategic planning under the external environment uncertainty with the consideration of the life cycle theory includes: the definition of key criteria for assessing the product lifecycle, the definition of the limits scope for the solvable problem, the definition of parameters of models stability, the formation of models for analysis, setting the problem under uncertainty, the mechanism of step-by-step adjustment, and effectiveness assessment of strategic decisions based on strategies, the algorithm for the integrated assessment of the strategies effectiveness taking into account the uncertainty factors. Strategic planning is not characterized by temporal intervals but by a set of strategies, each of which is determined by the ways of achieving the main object objectives. For a rapid analysis of the product life cycle, the external indicators are used, such as: the growth rate of the product market, the relative growth rate of the product (compared to the growth rate of the entire market of the region or country), the firm market share, the firm relative market share (compared to the market share of leading competitor), and internal indicators, such as: the dynamics of enterprise revenue by product, the dynamics of company profits by product, the dynamics of enterprise profitability by product, the dynamics of enterprise investment. For each indicator that describes the enterprise performance, the directions of change are taken: α -growth, const -constant or β -decrease. The methodology involves a certain sequence of studying the product life cycle in retrospect and at the current moment, then the modelling and development of options for short-and long-term strategies implementation are made. Results of the survey are to substantiate the methodology of strategic planning under conditions of external environment uncertainty with the consideration of the life cycle theory. Practical implications: the possibilities of using life-cycle models allow: 1. reasonably predicting sales and plan production program; 2. determining the basic strategies at different stages of development; 3. determining the sequence of stages of enterprise development; 4. ensuring harmonious interaction of organizational characteristics with the external environment factors that influence the process of organizational development. Increasing the sustainability of the organization's development can be achieved by re-establishment of dynamic changes in the plan in terms of using effective methods for forecasting with the consideration of the life cycle theory. It is necessary to take into account the interconnection between all levels of life cycles: industry, technology, enterprises, product; ensuring the competitive advantage of the organization. Using the theory of optimal solu...
The purpose of the paper is to consider genesis and approaches to forming a security culture of tourism and hospitality enterprises that are superstructures of economic, industrial, professional, household, ecological, psychological and social security. In the research, apart from general scientific methods, we used the collection and analysis of primary information obtained from the survey of 220 respondents. Three areas that have a decisive influence on the security of tourism and hospitality enterprises have been identified: organizational culture, decision-making responsibility, and competitiveness. The decision-making methods for different leadership styles were identified. There were conceptualized connection and strength of correlation between types of strategic decisions, leadership styles and organizational culture of tourism and hospitality enterprises. It has been proposed the factors’ configuration relevant to the security of tourism and hospitality enterprises, which focuses on the economic security formation as a function of organizational culture, responsibility for decision making and competitiveness. The styles of leadership and decision-making styles have been revealed, which determine the effectiveness of economic security of tourism and hospitality enterprises.
This article considers the main approaches to the study of customer loyalty and the reasons that form a certain model of consumer behavior during consumption of goods and services. The place of customer loyalty programs in the company's development strategy and in the system of ensuring its competitive advantages in the market has been established. The importance of consumer loyalty programs as an effective marketing tool for the formation of trusting long-term and mutually beneficial relations of the organization with the consumer is emphasized. The peculiarities of the use of customer loyalty programs by airlines are considered. The "bottlenecks" of customer loyalty programs used by modern airlines have been identified. The key factors influencing the segmentation of the passenger air transportation market are highlighted. The tendencies of growth in the number of airline customer loyalty programs by regions of the world are analyzed. The advantages and disadvantages of the main customer loyalty programs of the world's airlines are systematized. It is established that during the development of a set of measures aimed at increasing consumer loyalty, the airline's management should address the objectives of increasing consumer loyalty, develop a set of measures to increase satisfaction and consumer loyalty, ensure the growth of consumer behavior. In addition, the airline's management should focus on the internal environment and create interest in the airline's staff in the results of the consumer loyalty program, as well as in improving the quality of service and communication with consumers. Effective implementation of measures aimed at increasing consumer loyalty is impossible without regular monitoring of changes in consumer loyalty over a period of time, as well as determining the extent of the impact of measures on consumer loyalty. Having gathered a database of regular customers, the airline gets ample opportunities to analyze the contingent of its customers, evaluate and make operational decisions that will help adjust the customer loyalty program, advertising, and possibly the assortment policy of the airline.
Modern trends in the development of air transport lead to the need for structural, positional and substantive changes in the market of aviation personnel. The response to technological progress in the aviation industry requires more accurate forecasts of staffing needs, changes in the requirements for their quantity and quality by categories and professions, which causes dynamic and structural changes not only in the labor market but also in the education market. To implement the necessary changes in the training of personnel for civil aviation, it is necessary to take into account the economy of the modern air transportation market and airport infrastructure, conduct regular monitoring of vacancies and forecast changes in the quality and level of education of future airlines and airports. Identification and analysis of factors that determine the innovative development of aviation and related markets, allow to form an idea of the trajectory of the space of intermarket interaction and its boundaries. An important point in strengthening the influence of the innovation market on civil aviation is to change the requirements for personnel and their competencies. In turn, the transformation of staff requirements under the influence of technological innovations shapes the professions of the future - technological, analytical, information and control, software. The leading trend in the development of the education market is rapid and flexible adaptation not to new but to the promising needs of the industry market. The task of assessing the compliance of opportunities for the development of the education market with the prospects and goals of air transport development becomes relevant. An employee in demand in terms of innovative employment can be trained only if the markets of education, labor and innovation interact. The close relationship and interdependence of the labor market and the education market require coordination in the intermarket space, which allows to build processes and create conditions in which the goals of each of the interacting systems leads to increased efficiency of their joint efforts and achieve synergies. This phenomenon will be considered inter-market interaction. The air transport sector is an inter-market space within which any changes in one of the markets cause a diffusion effect in the spread of trends to related markets. The main impulses in development come from the innovation market. They form trends and tendencies in the development of aviation equipment and directly determine the requirements for staff in the labor market and for future staff - the education market. The paper proposes a model of interaction of aviation-related markets (innovation market, labor market and education market) and a description of the links between them. Taking into account the links between the subjects of intermarket space, the factors that determine the qualitative and structural dynamics of adjacent interacting markets, which are exogenous and endogenous in nature, have been identified and systematized. air transport in personnel with promising competencies, will promote the growth of innovative, intellectual potential, ensure the stability of markets in the air transport sector and achieve long-term goals for the development of air transport.
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.
hi@scite.ai
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.