The concept of marketing efforts consolidation at the global car market

Savych, Oleksandr; Shkoda, Tetiana

doi:10.3846/bm.2020.542

Cited by 4 publications

(3 citation statements)

References 9 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…The concept of marketing transformation is important for this study. Separately, the term "marketing" and its evolutionary stages have already been studied by the authors in previous studies (Savych, Shkoda, 2020). Therefore, here is the focus on the essence of the term "transformation" and its connection with marketing.…”

Section: Theoretical Basismentioning

confidence: 98%

See 1 more Smart Citation

Transformation of Marketing in Wartime and Postwar

Shkoda¹,

Savych

2022

BJES

Self Cite

View full text Add to dashboard Cite

The study is relevant to the current global trends of business environment turbulence and marketing transformation under the influence of the war in Ukraine. The purpose of the article is to identify the reasons for the transformation of marketing under the influence of the war in Ukraine related to various aspects of the problems of marketing activities of business companies that lead to this, and to develop recommendations for improving marketing policy and improving the prospects for business profitability. The novelty of the study lies in the creation of a theoretical model of marketing transformation in the context of turbulence in the business environment. The object of the scientific research is determined as marketing activities of Ukrainian business representatives during the war. The research methodology includes such methods: comparative analysis, critical analysis, descriptive analysis, statistical analysis. The study is based on the results of a sociological survey of business representatives in Ukraine. The study's limitations are that the data collection period covers September-October 2022 during the war in Ukraine. The obtained results confirmed the authors’ hypothesis H1 that Ukrainian businesses use the limited marketing toolkit in times of war that worsens perspectives of marketing transformation in the direction of income growth; H2 – relocation has not really become the driver of marketing transformation in the war-time period as majority of businesses has not realized it in general; H3 – one more problematic zone of marketing activity in the war-time period is the ability of work with clients, which is not well used by the majority of surveyed Ukrainian businesses; and Н4 – the main problem for business not only the war itself, but the absence of effective marketing strategy in general. The practical value of the research for the young scientists’ community is in the use of the model of marketing transformation and the practical research results in changing the marketing identity of business entities, which gives the opportunity to improve marketing strategy and the company’s profitability. The possible directions of the research development are studying of the correlations of marketing with other elements of business activity and their impact on post-war business recovery.

show abstract

Section: Theoretical Basismentioning

confidence: 98%

“…The theoretical model of the subject of research is based on the theoretical and methodological provisions of the concept of consolidation of marketing efforts (Savych, Shkoda, 2020) and the model of marketing transformation proposed in this paper.…”

Section: Theoretical Basismentioning

confidence: 99%

Transformation of Marketing in Wartime and Postwar

Shkoda¹,

Savych

2022

BJES

Self Cite

View full text Add to dashboard Cite

show abstract

“…The research dedicated to the concept of marketing efforts consolidation of car producers at the global car market [23] can be considered as the theoretical background of this paper. It includes the impact factors on strategic and tactical level.…”

Section: Introductionmentioning

confidence: 99%

Impact of Key Marketing Tools on Global Car Market Development

Savych¹,

Shkoda²

2021

Communications

Self Cite

View full text Add to dashboard Cite

The purpose of the proposed study was to identify the functional patterns of influence of the marketing tools on sales of cars on the global market, to be able to predict sales volumes in the future, taking into account certain marketing tools that the company may use in a particular international market. For the purpose of this research the method of correlationregression analysis is used to construct the corresponding economic and mathematical models of impact on the sales volumes of various instruments of product, price, promotion policy, etc. Using the models offered in the article, the feasibility of introducing certain measures can be determined, when entering new markets in order to increase car sales. Each instrument to which potential buyers are sensitive determines the effect of its use. Considering this effect, budgets can be set up for appropriate action.

show abstract

Cultural Relationship Marketing Prospects and Potential

Savych

Shkoda

2022

Contributions to Management Science

View full text Add to dashboard Cite

The concept of marketing efforts consolidation at the global car market

Cited by 4 publications

References 9 publications

Transformation of Marketing in Wartime and Postwar

Transformation of Marketing in Wartime and Postwar

Impact of Key Marketing Tools on Global Car Market Development

Cultural Relationship Marketing Prospects and Potential

Contact Info

Product

Resources

About