Кафедра маркетингу

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Відповідальний за репозиторій: доцент кафедри маркетингу ЯРМОЛЮК Олексій Ярославович. E-mail: ayarmolyuk@nau.edu.ua

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Analyzing the impact of Samsung`s marketing campaigns on brand awareness and consumer behavior in Ukraine
(National Aviation University, 2023-06-24) Shvets, Maksym Oleksandrovych; Щвець, Максим Олександрович
In the conditions of a market economy, in-depth knowledge and the ability to skillfully use tools of influence on the market that is formed on it acquire special importance for the successful operation of enterprises. In today's economy, in which advertising and marketing budgets are increasingly being cut, the use of digital marketing is increasing. Digital marketing provides wide opportunities for the provision of goods or services: a variety of formats, the possibility of clear orientation, the possibility of detailed analysis of an advertising campaign, the speed of making changes, starting and stopping advertising fingers, a huge variability of tests, personalized appeal, feedback from users, work with opinion leaders on the Internet, the possibility of remarketing, working with lost customers. All these provisions are undeniable advantages and determine the relevance of using digital marketing in modern economic conditions. The number of Internet users in the world increased to 4.54 billion, which is 7% more than last year (+ 298 million new users compared to January 2022 data). In the last year 2020, there were 3.80 billion social media users in the world, the social media audience grew by 9% compared to 2022 (that's 321 million new users for the year).
Areas of customer loyalty of development in the socially responsible marketing system
(National Aviation University, 2018) Malakhivska, Ganna; Малахівська, Ганна Володимирівна; Shevchenko, Anna; Шевченко, Анна Валеріївна
The thesis is devoted to solving the actual scientific and practical task of deepening the theoretical principles of managing loyalty of airline clients on the basis of socially responsible marketing.
Assessment of investment potential of regions under the impact of the potential-forming space transformation
(International Journal of Computer Science and Network Security (IJCSNS), 2021) Samiilenko, Halyna; Самійленко, Галина; Kyrychenko, Serhii; Кириченко, Сергій; Kravchyk, Yurii; Кравчук, Юрій; Svinarova, Hanna; Свінарова, Ганна; Shevchenko, Anna; Шевченко, Анна
One of the leading factors in improving the functioning of domestic economic entities and increasing their level of capitalization in the restructuring of the Ukraine’s economic system is the formation and effective use of the region’s investment potential, which should be considered the most important element of the region and its potential-forming space. Taking into account the above, it is important to identify and determine the impact of the transformation of the potential-forming space on investment activities of the region based on the assessment of its potential. In the presented article, the authors propose to determine the level of investment potential of the regions of Ukraine based on the methodology, which consists in the consistent implementation of five stages. The application of the developed algorithm for estimating investment potential is carried out using such methods as statistical, graphical, standardization, index and cartographic. The implementation of specific quantitative calculations according to the above method of assessing investment potential in the regional context allowed to divide the regions of Ukraine into groups according to the calculated complex coefficient of investment potential, which in further research can serve for the development of ways to improve the functioning and development of the investment process.
Assessment of marketing activity management in territorial units: theoretical-methodological approach
(Riga: Publishing House “Baltija Publishing”, 2018) Смерічевський, Сергій Францович; Smerichevskyi, Serhii Frantsovych; Князєва, Тетяна В'ячеславівна; Kniazieva, Tetiana Viacheslavivna; Walid, Atia
The subject of the study is a set of theoretical and methodological aspects of the development of organizational and economic relations that arise in the process of interaction of economic subjects while shapingthe potential of territorial marketing as a factor of its socio-economic development. The purpose of the study is to substantiate the methodology for assessing the integral indicator of the territorial marketing functioning. The methodology of the presented study of marketing management in territorial units is based on the multivariate assessment of various economic entities that clearly shows the priorities and unevenness in the areas’ development. Area economic entities themselves are interested in the area development and determine the direction of area development. Economic entities’ direct residence and economic activity conducted by them in the area should be taken into account. This makes them serious experienced experts who are really interested in the effective and rapid development of their area. Economic entities themselves determine the measurable criteria for assessing the directions that they were originally offered. The “brainstorming” is used where the experts in the area development are involved. There is a joint process aimed at obtaining the most concrete and measurable results that actual state is assessed from 0 to 10 by the process participants based on personal observations and statistics. The evaluation of marketing results is based on the multicriteria socio-economic approach. The evaluation criteria should include the economic mechanism formation. This mechanism provides an effective interaction of market institutions and business entities in the area; selection of wholesale and retail organizational and economic forms, financial and credit and business services, as well as organizational and legal forms of trade and economic interregional ties; the markets system creation that is based on the priority provision of consumers and small owners interest; the choice of the most effective channels for goods movement, transportation, warehousing, material, financial, and information flows rationalization. The methodology for estimating the integral indicator of territorial marketing functioning that is presented in the work is based on the next indicators: financial stability, business activity, profitability, technical and technological stability, social sustainability, environmental sustainability that allows monitoring the functioning of the territorial marketing system. This methodology is universal since it allows evaluating areas of different industrial orientations and comparing them in order to identify the greatest functioning stability. Methodology for marketing research of areas potential is based on the system approach, complex consideration of conceptual principles of areas’ marketing potential formation and development; key features of territorial marketing allow carrying out purposeful actions for the sustainable development of area marketing potential, within the framework of which the conditions of its formation are determined, and their aggregate acts as a point of growth of market marketing component of the economic potential of the territory and is the basis for constructing the model of infrastructure of the marketing potential of the territory, used to make sound and balanced management decisions; developed a methodology for assessing the integral indicator of the functioning of territorial marketing. Research conclusion: grounded methodology of research of territorial marketing potential that is based on the system approach, complex consideration of concepts of area marketing potential formation and development. The key features of territorial marketing are distinguished that allow carrying out purposeful actions for the stable development of the area marketing potential, within the framework of which the conditions for its forming are determined, and their complex serves as a point of growth of market marketing component of the area economic potential and is the basis for the creation of the infrastructure model for the area marketing potential that is used to make substantiated and balanced management decisions; a methodology for assessing the integral indicator of territorial marketing is developed.
Assortment portfolio price positioning of a transnational corporation in the Ukrainian market
(EDP Sciences, 2019) Смерічевський, Сергій Францович; Smerichevskyi, Serhii Frantsovych; Князєва, Тетяна В'ячеславівна; Kniazieva, Tetiana Viacheslavivna; Смерічевська, Світлана Василівна; Smerichevska, Svitlana Vasylivna; Шевченко, Анна Валеріївна; Shevchenko, Anna Valeriivna
The paper deals with the critical stages of the evolution of theoretical approaches to the positioning strategies content. On this basis, the key approaches to the market positioning processes management formulated. The correlation between the concept of creating consumer value and the price positioning strategy proved. The algorithm of the process of forming and implementing the strategy of assortment portfolio price positioning of a transnational corporation on the Ukrainian market proposed.
Business Model Canvas як універсальна концепція управління бізнесом компанії
(Чорноморський національний університет імені Петра Могили, 2017) Смерічевський, Сергій Францович; Smerichevskyi, Serhii Frantsovych; Клімова, Олена Ігорівна; Klimova, Olena Ihorivna
У статті узагальнюються теоретичні погляди щодо визначення поняття "бізнес-модель" компанії. Обгрунтовуються особливості застосування сучасними компаніями універсальної концепції канви бізнес-моделі (Business Model Canvas). Надається характеристика основних блоків (компонентів) канви бізнес-моделі (Сегменти споживачів, Ціннісна пропозиція, Канали, Відносини з клієнтами, Потоки надходження доходів, Ключові ресурси, Ключові види діяльності, Ключові партнери та Структура витрат). Відзначається, що наявність виділеного клієнтського напряму у складі трьох компонентів — "Цільові групи споживачів", "Канали просування" та "Технології клієнтських відносин" є головною перевагою цієї моделі. Наводиться приклад побудови Business Model Canvas на прикладі компанії бюджетних авіаліній. Визначаються переваги використання цієї технології бізнес-моделювання для сучасних компаній. Робиться висновок, що канва бізнес-моделі може допомогти керівникам компаній розробляти нові бізнес-моделі, змінювати їх у відповідності до мінливих умов, а також управляти бізнес-портфелем різних фірм у межах однієї великої компанії. Використання цієї концепції дозволяє побудувати оптимальну бізнес-модель, на основі якої у подальшому прийматимуться необхідні управлінські рішення, спрямовані на забезпечення стійкості та конкурентоспроможності компанії.
Clusterization of urban territory for building an effective delivery sustem
(Wydawnictwo naukowe WSPIA, м. Познань, 2020) Смерічевський, Сергій Францович; Smerichevskyi, Serhii Frantsovych; Савченко, Л. В.; Savchenko, L.V.
Поняття кластеризації має досить широке трактування. Зокрема, для території міста кластеризація часто передбачає отримання певних територіальних зон, які розглядають як єдине ціле при моделюванні транспортних потоків, організації логістичного обслуговування споживачів тощо. Сучасні програмні продукти з побудови ефективної схеми доставки товарів жителям міст часто мають можливість зонування території, що обслуговується. Це дозволяє вдало розподіляти транспорті засоби, водіїв та кур’єрів по різних частинах міста, будувати раціональні маршрути доставки. Стаття містить набір математичних методів, що дозволяють розподілити міських споживачів на оптимальну кількість кластерів, а також здійснити кластеризацію території при заданій кількості зон, або отримати зони приблизно однакового розміру. Для моделювання транспортних потоків вантажного, пасажирського та індивідуального транспорту міст розглядається функціонал потужного програмного продукту PTV Vision® VISUM. Зонування території міста в ньому є необхідним етапом моделювання транспортних потоків. Окрему увагу приділено вирішенню логістичних задач, для яких географічна кластеризація (або зону- вання) міської території є доцільною або необхідною умовою отримання оптимальних рішень при організації перевезень. Прикладом вдалої кластеризації є застосування поштових індексів, що лягли в основу побудови логістики поштових операторів. Аналогічне розбиття міста на зони обслуговування взяте за основу приватними компаніями експрес-доставки, відділення яких розташовані як центроїди міських зон обслуговування.
Coal producer’s energy efficient potential assesment
(Wyższa Szkoła Społeczno-Gospodarcza, Przeworsk, 2019) Смерічевський, Сергій Францович; Smerichevskyi, Serhii Frantsovych; Бєзгіна, Олена Степанівна; Byezgina, Olena Stepanivna
Ensuring sustainable competitiveness of economic entities is an important component of economic security enterprises at the present stage of development. Solving this problem requires the creation of an effective competitiveness management system at enterprises. In the conditions of toughening competition on the commodity markets, increasing competitiveness becomes the main strategic goal of effective function the economic entities. There is an objective need to create a mechanism for management competitiveness at the enterprise level, providing for the search for new ways and methods for the formation of competitiveness in accordance with the conditions of competitive environment. In this regard, of particular interest is the application of concept competitiveness management in solving the problem of creating strategic competitive advantages of the economic entities. The effective use of resources potential as an instrument of optimization management the economic entities opens up broad opportunities for acquiring unique competenciesentities opens up broad opportunities for acquiring unique competencies and the formation on this basis of sustainable competitiveness. The purpose of writing this collective monograph is to substantiate the theoretical-methodological foundations and develop a system for management the competitiveness of economic entities in a change market environment, taking into account the current state of resources potential and economic conditions, as well as the degree of globalization and international economic relations the economic entities.
Commodity science: guide to practical classes
(National Aviation University, 2023) Lysenko, Olena; Лисенко, Олена Михайлівна; Fisun, Yuliia; Фісун, Юлія Володимирівна; Borysenko, Olena; Борисенко, Олена Сергіївна; Shevchenko, Anna; Шевченко, Анна Валеріївна
Commodity science is a science that systematically studies goods at all stages of the life cycle, namely: methods of cognition of their consumer value; regularities of assortment formation; qualitative aspects; circulation and consumption. In modern conditions, research in the field of commodity science and high professional training can solve problems related to the supply of high quality and relevant goods.
Correlation of monetization with macroeconomic development indicators
(University of National and World Economy, 2022) Kniazieva, Tetiana; Князєва, Тетяна В’ячеславівна; Maryna, Anna; Марина, Анна Сергіївна; Shevchenko, Аnna; Шевченко, Анна Валеріївна; Prydatko, Ella; Придатко, Елла; Tkachenko, Olena; Ткаченко, Олена
The topic is relevant since the research into the relationship between the monetization level of the country’s economy and other macroeconomic indicators is insufficient. The latter negatively affects the country’s economy as it is hard to find effective methods and tools for its development. The article aims to examine the monetization level of the country’s economy and its macroeconomic indicators, develop the model of their dependence, and evaluate it. Regression analysis is the leading method used in the study to build the multiple regression model. The latter helps to assess the extent to which macroeconomic indicators of economic development influence the monetization level of the country’s economy. The geographical spectrum of the study comprises five countries, namely Germany, China, Turkey, Poland, and Ukraine. The built model accounts for the differences between economically developed and developing countries and the following macroeconomic indicators: Exchange Rates, Employment Rate, GDP per capita, Minimum Wage level, Customer Price Index, etc. Through the correlation between the country’s economic saturation with liquid assets and other macroeconomic indicators, the model allows finding methods and tools to improve the country’s economic development.
Current trends in the formation and development of insurance marketing in Ukraine
(Wiley-Blackwell Publishing Ltd., 2021) Kniazieva, Tetiana; Князєва, Тетяна В’ячеславівна; Shevchenko, Аnna; Шевченко, Анна Валеріївна; Yaroshenko, Oleg; Ярошенко, Олег; Inshyn, Mykola; Іншин, Микола; Yakovlyev, Oleksandr; Яковлев, Олександр
The relevance of the article due to the fact that the insurance industry of Ukraine at the present stage is developing in the global financial, economic and CORONA crisis, which deepens a number of unresolved problems: increases the risk of insurance companies, reduces demand for insurance products; distrust of insurance on the part of potential insurers has increased, increasing competition between insurers for the sphere of influence and customers. The purpose of the articles is to prepare theoretical foundations and develop practical recommendations for the introduction and improvement of the use of modern insurance management in the activities of Ukrainian insurers. The result of this studying is deepening and improvement of modern theory in insurance marketing, and development of practical recommendations for improving the efficiency and competitiveness of Ukrainian insurers.
Digital marketing and features of its implementation in the bank
(National Aviation University, 2023-06-24) Molchanov, Timofey Serhiyovych; Молчанов, Тимофій Сергійович
In modern economic conditions and dynamic and often contradictory changes of the modern market of banking services in our country, every private or state bank strives to achieve maximum satisfaction of the demands of existing and potential clients on mutually beneficial terms for all stakeholders. To achieve this goal, the use of a complex of marketing tools is necessary, which objectively requires comprehensive research of all theoretical and practical aspects of banking marketing and the banking sector of the economy. Thus, in modern highly competitive market conditions, it is not enough for a bank to develop a new quality product or service, set an optimal price for it, and choose effective distribution channels. Due to the development of internet banking and changes in mobile phone usage paradigms, more attention is being paid to the marketing communication policy in enterprise management. In this case, the company's marketing communication system aims to inform, persuade, remind consumers about its product, support its sales, and create a positive image of the bank.
Digital marketing strategy of advertising agency
(National Aviation University, 2023-06-24) Afri, Baha-Eddine; Афрі, Баха-Еддін
Almost any activity to attract customers via the Internet brings results. It became possible to launche advertising campaigns and receiving applications. Sometimes, it was enough to optimize the site and buy links to be at the top of the search results. It was enough for some business to start a group on a social network and take a share of the online market. Introducing a business to the Internet, it is necessary to clearly imagine the goals, how to achieve them and when to wait for the first results to adjust the initial plans. Without a well-developed digital marketing strategy, it can be wasted time and resourses. As long as it isn`t used the channels of attracting traffic, competitors will get leads and increase sales.
Digital technologies as a tool of efficient logistics
(Revista de la Universidad del Zulia, 2023) Verbivska, Liudmyla; Вербинська, Людмила; Zhygalkevych, Zhanna; Жигалькевич, Жанна; Fisun, Yuliia; Фісун, Юлія; Chobitok, Ihor; Чобіток, Ігор; Shvedkyi, Volodymyr; Шведкий, Володимир
The study is dedicated to the justification of the need for the wide implementation of digital technologies in logistics activities, taking into account globalization challenges. The purpose of the article is to highlight the basics of implementing digital technologies as a tool of efficient logistics in modern conditions. The methodological basis of the study is a systematic approach, which allows studying logistics as a complex set of interdependent and interacting subsystems that have integral properties and develop under the influence of internal and external influencing factors. It has been proven that the use of information technologies in logistics makes it possible to: effectively solve current problems and eliminate possible problems in the future; improve the quality of logistics services; maximally load the capacity of logistics flows; rationalize material flows; increase the safety of transportation; optimize costs for the supply of resources and products; eliminate intermediate links by ensuring the transformation of information into forms that are convenient for consumers; increase the efficiency of information exchange and increase its security; implement new services and innovative customer support tools.
Digital transformation management of Ukraine’s economy
(International Journal of Advanced Science and Technology, 2020) Смерічевський, Сергій Францович; Smerichevskyi, Serhii Frantsovych; Касьянова, Наталья Віталіївна; Kasianova, Natalia Vitaliivna; Клімова, Олена Ігорівна; Klimova, Olena Ihorivna; Колбушкін, Юрій Петрович; Kolbushkin, Yurii Petrovych
Over the last decades, we have been able to witness a real information revolution, a radical transformation of society, when not only the technical characteristics of goods and services but also the models of interaction and relations between people, as well as new values and patterns of their behaviour are formed. The main value instead of natural resources is the information which, unlike the minerals, which are limited and constantly decreasing, has unique characteristics for its own conservation and multiplication. The more a society works with information, uses it, the faster it accumulates, and the greater value is given to humanity, which, under the influence and accumulation of that information, continues to transform itself from an industrial to an information society. The economic basis for the formation of this information society is digital capital embodied in relevant technologies, human skills, databases, computing power, and computational algorithms. In Ukraine, all this is, but at the same time, there is an unresolved problem of its effective use, which requires a proper understanding by economists in close collaboration with the digital sphere, which is understood in the modern technological trends, as well as sociologists, political scientists and philosophers who are oriented in modern social transformation. This is very important, given that the revolution is not only ample opportunity but also a variety of risks and threats, both man-made and humanitarian. Therefore, their timely identification and localization are only possible through the fruitful cooperation of the entire scientific community.
Digital-маркетинг: теорія і практика: навчальний посібник
(Київський міжнародний університет, 2022) Слободяник, Анна Миколаївна; Могилевська, Ольга Юріївна; Романова, Лідія Василівна; Салькова, Ірина Юріївна
Світ став цифровим, як і економіка. Поки ще не існує загальноприйнятих і гармонізованих визначень та правових дефініцій, однак цифрові технології вже стрімко захоплюють плацдарми для наступу. Цифровізація (англ. digitalization) стає найважливішим фактором економічного зростання економіки будь-якої країни і взагалі є сучасним трендом розвитку. Розвиток сучасної економіки, заснованої на використанні новітніх технологій, створенні нових матеріалів, аналізі великих масивів даних, розробці нових систем управління призводить до зміни принципів конкурентних відносин. Конкурентна боротьба вийшла за межу традиційних уявлень про суперництво на існуючих ринках. Дедалі більше її унаявлюють як спосіб формування нових ринків товарів, послуг, технологій систем управління. Цифрова економіка є результатом перетворення традиційної економічної діяльності, продуктів і послуг у цифрову форму. Він заснований на Інтернеті та підтримується електронними засобами. Цифрова трансформація економіки призвела до створення нових бізнес-моделей, нових продуктів і послуг, нових способів ведення бізнесу. Ця економіка розвивається швидкими темпами і, як очікується, продовжить це робити в найближчі роки.
Economic consequences of financial stability violation of world automotive corporations
(Baltic Journal of Economic Studies, 2018) Смерічевський, Сергій Францович; Smerichevskyi, Serhii Frantsovych; Kryvoviaziuk, I.; Raicheva, L.
The purpose of the paper is to determine the state of automotive corporations’ financial stability and to generalize the consequences of its violation for their activity and the global economy as a whole. Methods. The theoretical and methodological basis of the research is the scientific works in the field of corporate finance management and strategic development that studied analysing and evaluating the financial stability of corporate companies, maintaining their financial stability in the medium and long term, official statistics data of United Nations Conference on Trade and Development, financial statements of corporations Toyota Motor Corporation (Japan), Mercedes-Benz (Germany), and Tesla Motors (USA), own research results. The methodological basis of the study is a set of general scientific and special methods used to achieve the research goal: theoretical generalization, analysis and synthesis – in studying the content of scientific works on the research of financial stability of corporate companies and maintaining their financial stability; observation – to obtain primary information about the state of the world automotive market; the method of coefficient analysis and typing the situations – to assess the financial stability of automotive corporations; analytical – in determining the economic consequences of financial stability violation of automotive corporations; causation – to obtain final conclusions. Results. This article deals with the development of automotive industry in the world. The financial stability of leading automotive corporations is evaluated. The economic consequences of financial stability violation of automotive corporations are summarized. Financial strategies to improve the financial stability of automotive corporations are proposed. Practical value. The results of the study may be useful to the United Nations Conference on Trade and Development, the financial management of Toyota Motor Corporation, Mercedes-Benz and Tesla Motors. Value/originality – the state of financial stability of automotive corporations is determined and the consequences of its violation for their activity and the world economy as a whole are generalized. Further research should be directed towards the development of project measures to improve the financial stability of automotive corporations in the world.
Educational and methodological complex of discipline "Branding" for the English-language project
(National Aviation University, 2021) Petropavlovska, Svitlana; Петропавловська, Світлана
This educational discipline is the theoretical and practical basis of the set of knowledge and skills that form the profile of a specialist in understanding the features of the Internet and the specifics of marketing activities in the network. The purpose of mastering theoretical and basic knowledge, mastering the theoretical and practical foundations of branding, developing key competencies in the field of brand creation and management, mastering the skills of sociological analysis of the brand as a social, communicative, semiotic and marketing category, teaching to make effective strategic and tactical decisions regarding creation and development brand.
Educational and methodological complex of discipline "Commodity Market Infrastructure" for the English-language project
(National Aviation University, 2021) Khaidarova, Tetiana; Хайдарова, Тетяна
This educational discipline is the theoretical and practical basis of a set of knowledge and skills that form the profile of a marketing specialist in understanding the features of the commodity market and the specifics of applying the methodological tools of modern market infrastructure in the conditions of the development of market relations. The purpose of the educational discipline is to study the current aspects of the development of infrastructure elements as the basis of the integral economic system of Ukraine under the conditions of the implementation of the concept of sustainable development and the assimilation of knowledge on the theory of the development of the infrastructure of the commodity market, management of the activities of the enterprise in the field of promotion, storage and sale of goods and services, and provision of consumer needs.
Educational and methodological complex of discipline "Consumer behavior" for the English-language project
(National Aviation University, 2022) Bozhok, Anastasiya; Khoroshykh, Viktoriia; Божок, Божок, Анастасія; Хороших, Вікторія
This educational discipline is the theoretical and practical basis of the set of knowledge and skills that form the profile of a specialist in the field of marketing. The purpose of teaching the discipline is for students to acquire knowledge on researching consumer behavior and attracting potential customers, analyzing consumer behavior data, as well as forming students' knowledge on ensuring sustainable consumption, developing and implementing an effective consumer policy.

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