Marketing as an Effective Control of Progressive Innovations

Tikhonov, Gennady V.; Lavrova, Lyudmila A.; Kolosova, Valeria V.; Zemlyanskaya, Natalia B.; Kazakova, Natalia V.

doi:10.18421/tem93-34

Cited by 4 publications

(3 citation statements)

References 2 publications

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“…It is required to convey full information to the consumer (Tikhonov et al, 2020) so that he makes a decision to make a purchase of the company's services. It is necessary to maintain contact directly with the consumer.…”

Section: Resultsmentioning

confidence: 99%

Strategic analysis of the demand for satellite communication services in the telecommunications market and construction of marketing strategy

Komarova

Slav

Tikhomirova

2021

RDLUZ

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The article focuses on the strategic analysis of the demand for satellite communications services in the telecommunications market, degree of development of the problem, object, topic, initial assumption and goal of the research. A study of the telecommunications market by its key segments was carried out. The classification of key segments was chosen based on the criterion of the list’s minimalism and not allowing double accounting of revenue, which is possible with B2B and then B2C chains. The most rapidly developing segment of the market, which is mobile communications, has been identified. The problems and prospects of the development of such market segments as mobile communications, fixed voice telephony, broadband Internet access and television are studied. The revenue’s distribution of the global telecommunications market by regions is considered. The change in the cost of mobile Internet in the countries of the world and the correlation of mobile communication’s price with the cost of signal delivery lines to base stations are determined. The introduction coefficient of broadband Internet access provided by such wired lines as an optical fiber communication line, twisted pair and power supply lines of the network is considered.

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Section: Resultsmentioning

confidence: 99%

Strategic analysis of the demand for satellite communication services in the telecommunications market and construction of marketing strategy

Komarova

Slav

Tikhomirova

2021

RDLUZ

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“…The perception map identifies the positions of 15 aircraft, grouped by manufacturer and the families to which they belong. There are four manufacturers (A, B, C, D) with their families of aircraft (1,2,3,4,5). The map shows a trend line, characterizing the average trend of dependence of criterion 2 on criterion 1 calculated on the basis of analysis of the characteristics of the aircraft on the market, and a corridor of deviation from the trend line of -10% and +10%.…”

Section: Examples Of Perception Mapsmentioning

confidence: 99%

“…Some authoritative publications extensively cover the topic of marketing and economics in the aviation industry [1][2][3], but only partially address the problem of marketing positioning. In other scientific publications [4][5][6], there are the issues of development of the marketing management system, which allows us to study the market and make marketing decisions that increase competitiveness and market promotion of innovative high-tech products. The issues of the procedural component of the process of determining the position of the goods on the market are not given proper attention.…”

Section: Introductionmentioning

confidence: 99%

Methods of digital marketing positioning in the global civil passenger aircraft market

Kalugina¹,

Ryapukhin²

2021

Bus. Inform.

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Under conditions of intense competition, the creation of new products and their promotion to the market requires marketing support. The central element of marketing innovation management is marketing positioning. In contrast to the methodological aspect, there is almost no procedural component of positioning in scientific works and publications. Moreover, due attention is not paid to the issues of market segmentation and the allocation of the competitive advantage of such high-tech products as civil aircraft. This determines the relevance of the task of developing a procedure for marketing positioning within the framework of managing the product offer of the aircraft industry enterprises. From the standpoint of a systematic approach, the necessity of studying the adjacent air transportation market is reasonable, as well as the analysis of the correlation of its segmentation with the allocation of target segments of the aircraft market. When conducting a competitive analysis, we propose to consider the market position not only of certain types of civil aircraft, but also of aircraft families. Modeling marketing management shows the role of positioning in the processes of creating, manufacturing and operating aircraft. A distinctive feature of the procedure is the proposed stage of evaluating the effectiveness of the selected product position implementation, which allows us to analyze the feasibility of marketing decisions throughout the product life cycle. Special attention is paid to the issues of information support. The research results presented here reflect the specifics of the marketing activities of aviation industry enterprises and contribute to the development of the conceptual foundations of industrial marketing.

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Development of comprehensive program for the implementation of strategy to increase competitiveness in the global satellite communications market for Russian company

Komarova

Slav

2021

J. Phys.: Conf. Ser.

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The study is devoted to the development and control of a plan for the implementation of strategic measures to increase competitiveness in the global satellite communications market for a Russian company owning an orbital constellation in geosynchronous orbit. Previous work of the authors was devoted to the development of this strategy. The methodological basis of the study was formed by the concepts and views of Russian and foreign experts in the field of communications and scientific workers. Improving the quality of strategic management was ensured using the Industry 4.0 tools, network project management and experiment. In the course of the study, the stages of strategy implementation were worked out. The system of strategic changes related to the implementation of the strategy is presented. The forecast values of the allocation of financial resources for the development of the enterprise positioning strategy in the global satellite communications market are given and data on the need for additional staff to implement the positioning strategy in the directions are given, the strategic control technology is developed. The practical significance of the study is determined and confirmed by the fact that the findings of this study can serve as a guide for all enterprises in the satellite communications market facing the problem of competitiveness in the telecommunications market.

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Marketing as an Effective Control of Progressive Innovations

Cited by 4 publications

References 2 publications

Strategic analysis of the demand for satellite communication services in the telecommunications market and construction of marketing strategy

Strategic analysis of the demand for satellite communication services in the telecommunications market and construction of marketing strategy

Methods of digital marketing positioning in the global civil passenger aircraft market

Development of comprehensive program for the implementation of strategy to increase competitiveness in the global satellite communications market for Russian company

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