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.
This article generalizes the arguments and counterarguments within the scientific discourse concerning the problems of integrated development of enterprises in the modern market economy. The main purpose of the research conducted is to create a methodological approach to the assessment and improvement of the integrated development efficiency of the Ukrainian light industry enterprises on the grounds of key determinants identification. For ensuring an extensive and systematic approach in this study, a three-step methodological base has been adopted. The interpretation and synthesis of high-quality data through sifting and sorting materials on key issues and subject matter of enterprise development in the context of integration have been conducted. The tendencies of development of the Ukrainian light industry enterprises have been analyzed to identify the key determinants. An assessment of their impact on the performance of integrated enterprise development has been made. The conducted research used the dialectical, structural and analytical as well as structural and functional analysis as a methodological tool. Methods for multicriteria analysis were used to determine the impact of the identified determinants, in particular, the calculation of the multivariate utility function and the normalization of determining factors. The article shows the results of the analysis of the light industry enterprises development with the help of such key determinants as providing of their own raw materials, availability of specialized mechanical engineering, repair base, properly qualified personnel, operating enterprises development. The integrated development of fifteen light industry enterprises has been diagnosed with the help of such main determinants as financial and resource support, intellectual and innovative potential, economic security, risk level, self-integration, the synergistic effect of integrated business processes. A group of enterprises has been identified, which the development level in the context of its integration is lower than estimated by the methods of classical performance diagnostics at the present stage. The group of enterprises has been identified, where integration processes are effective and have prospects for development. It is established that the integrated development implementation, due account being taken of the full complex of its determinants will promote greater usefulness and efficiency of the studied light industry enterprises functioning. The results of the conducted study can be useful for the efficiency improvement of domestic enterprises based on the integration Keywords efficiency, integrated development, utility, model, factor.
General theoretical approaches to the content of the concept of multi-channel marketing have been generalized. It is proved that multi-channel marketing differs from multi-channel communications and is a modern and global technology of integration of all components of the marketing complex in the process of interaction with the consumer. It is substantiated that the level of possession of mobile devices in Ukraine and their penetration among the population creates a background for widespread using of Internet channels by service providers. The special relevance of the use of multi-channel marketing takes on the market of banking services because it allows personalizing the contact with the consumer and take into account his or her requirements in terms of access points and convenient time. The data about the increase of non-contact payments in the domestic market and stability of this trend has been displayed in this article. At the same time, the reduction of traditional branches of banks is not always justified, as the consumer must have their own choice as to the convenience of using one or another channel. The expert assessment proved that despite the high cost of maintaining the liaison office has relatively high efficiency among the clients of advanced age. Therefore, against the background of reduction of unprofitable branches, there should be processes of modernization of those that remain on the market from the point of view of conversion into financial service centers. The article proposes a method of constructing a system of multi-channel marketing of a banking institution, which consists of four stages: analysis of large amounts of data on consumer behavior, their preferences regarding the ways and means of connecting to banking services, products and services, the volume, timing and regularity of provision; segmentation of the market and the definition of target segments depending on the level of ownership of mobile devices and information technology, age, income and social activity; optimization of the set of channels from the point of view of maximization of profit and minimization of expenses for their maintenance in the context of each target segment; evaluate the effectiveness of multi-channel interaction and adjustment of the configuration of the channels. It is proved that the main feature of segmentation of consumers in the construction of multi-channel marketing should be the level of ownership and frequency of use of electronic devices. The results of the study may be useful for banking institutions that are trying to build a system of multi-channel marketing.
Regional development is related to the effective management of disruptive industries on the local level. In the European Union, the innovation regional development policy is based on a smart specialization strategy, which neighboring countries try to apply as well. In their regional strategies, they notice the goals which are designed within the Joint Research Center methodology. It allows revealing the most efficient industries in the region, leading to a new level of regional competence on the global level. The study aims to identify smart specialization priorities based on JRC methodology in certain Ukrainian regions and assess its applicability in emerging markets (Ukrainian case) and develop the set of recommendations considering the specificity of the national economy. The methodology is based on the static and dynamic analysis of economic (the indicators of the growth of average salaries and the number of employees indicators are calculated) and innovation (the indicators of productive, process, organizational, and marketing innovations are analyzed) potential of the region, which is examined in the article. It is revealed that the JRC methodology in identifying the smart specialization priorities has limited application in Ukraine. The restrictions related to the lack of data on innovations and other economic indicators. The analysis of certain regions shows what industries should be recommended as the priorities of smart specialization. However, discussions of the calculated results with the key stakeholders have differences which are not acceptable in the regional innovation policy development. As a result, the experts’ opinions are recommended to consider the priorities of different regions in Ukraine and other developing countries, which are on the path of smart specialization during stakeholders’ communication sessions.
Recently, the marketing communications of enterprises are in constant transformation due to the crisis of the domestic advertising market as a result of Russian aggression. The war in Ukraine has become the main challenge that worries the population of all the leading countries of the world and will affect their economic situation and consumer behavior. Under such conditions, enterprises need to optimize their advertising budgets, marketing communication channels in order to use resources most effectively and reach their own target audience. The aim of the research is to identify the main challenges of the business environment of enterprises, which arose as a result of Russian aggression, and to generalize trends in the use of marketing communications by enterprises. The methods used in the research: systematic and complex analysis, analytical approach, theoretical generalization and comparison, observation. The main hypothesis of the study is the assumption that the Russian military aggression in Ukraine became a powerful impulse in society and contributed to the formation of new values related to the formation of national identity and its protection. This, in turn, affected the nature of marketing communications and forced enterprises to review the set of communication tools and channels for the distribution of advertising messages. Presenting main material. The article defines the main changes that have taken place in the business environment of enterprises and in the behavior of consumers. It has been proven that in the conditions of a global economic crisis, a drop in the purchasing power of the population and uncertainty about the end of hostilities, companies optimize advertising budgets and look for new channels and tools to influence consumers. Because marketing communications are highly dependent on society's values and demands of the target audience, under the current conditions, the role of PR tools, the emotional component in brand promotion, orientation towards social responsibility, and common values in society will be strengthened in the marketing communication policy. Examples of successful use of the theme of patriotism in advertising of domestic enterprises are given. The originality and practical significance of the obtained results lies in the possibility of applying the provided recommendations to improve the marketing communication policy of enterprises. Research conclusions. The war in Ukraine became a major event that causes concern in most countries of the world, caused an economic crisis and influenced consumer behavior. Since the first days of Russian aggression, a demand for patriotic values has formed in Ukrainian society, and consumers prefer brands that promote them. Against the background of the general reduction of the advertising market in Ukraine, patriotic colors, slogans, and logos are present in the advertising campaigns of most enterprises and successfully influence consumers united around the idea of victory over invaders. At the same time, the prolongation of the military conflict can lead to the effect of "habituation" and a drop in the effectiveness of communication influence.
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