The state and society social interaction level assessment is extremely important for achieving sustainable development goals. In recent years, special attention has been paid to the research area to study the impact of public managementupon the successful implementation of these tasks. However, there is a lack of research that assesses the level of social interaction between the state and society through indicators of socio-economic development of countries, which are determined by the effectiveness of the mechanism of public marketing. The obtained results can be useful for public management bodies of different countries in the sustainable development tasks implementation.
Currently, there is an active introduction and development of marketing in the field of retail. However, the marketing tools used by commercial enterprises are mainly limited to the marketing mix. Much attention is also paid to merchandising, market segmentation and positioning of trade enterprises, the life cycle of retail enterprises, the importance of sales in retail activities, the development of organizational structures of trade enterprises, trade marketing. By anticipating consumer needs, using digital resources to enhance their experience, and working with partners to close gaps in customer satisfaction, retailers can remain competitive if they focus their marketing efforts on modern online marketing tools. The development of market relations has necessitated the wider use of marketing in the practice of retail trade. Marketing activities in offline and on-line trade is a set of promotional activities developed in accordance with the marketing program and aimed at consumers of goods (services) representing relevant market segments in order to provoke their reaction, which contributes to the decision of the manufacturer their strategic and tactical objectives. Marketing activities of any Internet project are aimed primarily at growing the audience of resource users and retaining existing customers. The chapter highlights the issues of marketing management of retail enterprises in offline mode. And the importance of managing the marketing of retail businesses online.
Сьогодні в сучасних умовах соціальні мережі є ефективним цифровим інструментом просування будь-якого бренду. Завдяки соціальним мережам бренд може здобути нових прихильників, які потім вдало можуть конвертуватися в лояльних споживачів, або залучити за допомогою вже існуючих прихильників нових споживачів. Але для того, щоб діяльність підприємства у соціальних мережах мала очікуваний результат, необхідна розробка ефективної SMM-стратегії, яка здійснюється, виходячи з загальної та, відповідно, маркетингової стратегій підприємства, місії, позиції на ринку, і є головною умовою отримання запланованого результату.Зважаючи на те, що маркетинг соціальних медіа – це нова концепція, на даний момент ця тема ще не отримала систематичного пояснення як у працях зарубіжних, так і вітчизняних учених. Досліджуючи теорію та практику використання маркетингу в соціальних мережах, було проаналізовані праці Ф. Котлера [1], Д. Халілова [2], Г. Вайнерчука [3], О. Тимофеєва [4], Д. Кенеді [5], М. Ільяхова [6], Л. Саричевої [6]. Також було досліджено статті та блоги на тематику SMM провідних вітчизняних та зарубіжних маркетингових агентств. На сьогодні актуальним питанням залишається систематизація знань та практичних методів використання соціальних мереж у просуванні підприємств та їх продуктів в цифровому середовищі.
The main purpose of the article is to substantiate the optimal pricing strategy using a modified econometric model, to develop an algorithm for modeling the price of industrial products and to determine the projected sales volumes at the initial stage of market entry. The methodological basis of the study was the scientific provisions on the need for the process of developing a pricing strategy, the importance of which is especially great, given that the competent justification of the price level determines the profitability of the enterprise and its financial stability, its competitive position and the effectiveness of the leading marketing strategy. The Rogers variational model was modified for new product positions, and the model was empirically tested on an analytical product sample. The practical importance is based on the possibility of forecasting and analytical support for the introduction of new product groups by the enterprise to the market and the calculation of the optimal parameters of the pricing strategy. A mechanism for constant updating of the parameters of the proposed analytical model and changing the price policy accordingly has been formed. The work forms an applied model of choice and economic feasibility of the optimal pricing strategy of an industrial enterprise. Future research should focus on developing an appropriate diffusion model that incorporates the impact of competition in forming optimal pricing.
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