Methodical Approach to Accounting Intangible Assets and Brand Values in Marketing Pricing

Чукурна, Олена

doi:10.15276/mdt.4.3.2020.7

Cited by 7 publications

(6 citation statements)

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“…They contribute to the reduction of transaction costs in the system to such an extent that all its participants receive economic benefits. 5) The economy of shared consumption contains a number of components and characteristics or descriptions: technological component, the advantage of access over ownership; interaction between two equal parties; shared access to personal assets; ease of access; strengthening social interaction; consumption in cooperation and feedback from consumers in free access (Chukurna, 2020). 6) The spread of cognitive technologies and artificial intelligence creates a new system not only information processing and new management principles, but also contributes to the transformation of many areas of social and economic development by displacing people from areas such as: services; trade; office and administrative activities; maintenance and repair; production; transportation and logistics; management; marketing; business.…”

Section: Theoretical Principles Of Transformation Of Modern Marketing Tools In the Concept Of Socio-ethical Marketing As A Mechanism For mentioning

confidence: 99%

“…A significant contribution to the introduction of the principles of sustainable development and the development of the concept of social responsibility belongs to the business sector. The idea of public service has long historical roots in the business sphere and is realized through the mechanisms of voluntary contributions of business to the development of society in social, economic and environmental spheres related to the main activities of the company or beyond a certain minimum (Chukurna, 2020). This approach is aimed at introducing the principles of sustainable development through the concept of social responsibility.…”

Section: Introductionmentioning

confidence: 99%

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The Using of Modern Marketing Tools in the Context of Social Responsibility of Business

Кулініч¹,

Terentieva²

2021

TSEJ

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The article is devoted to the problem of using modern marketing tools in the context of corporate social responsibility. It was offered the mechanism of introduction of principles of social responsibility of business through implementation of the concept of socio-ethical marketing in business practice. It was substantiated the elements of the marketing complex for the concept of socio-ethical marketing and the modern vision of this concept, which involves the use of digital marketing tools to promote goods, services and ideas. It was analyzed the factors of global influence on the conditions of doing business, which were formulated in the following areas: a single information space; creation of new business models using artificial intelligence; the economy of shared consumption, which enhances the ability to access various sources of information, providing a multidimensional picture of consumer behaviour; increase consumer loyalty to the use of digital search tools about the characteristics of the product and the possibilities of its purchase and further use; new systems of marketing information in terms of expanding its subsystem of Internet research; the spread of cognitive technologies creates new approaches to information processing and management principles, and also contributes to the transformation of many areas of social and economic development in terms of displacing human labour as a factor in the production of some of them. It was proposad the author's approach to the modern interpretation of socio-ethical marketing, which is based on the needs of consumers in the context of the principles of social responsibility and modern digital tools for their implementation, taking into account the factors of global influence. In the context of such an approach, ethical norms and principles of corporate social responsibility must be implemented. The main purpose of socio-ethical marketing should be the formation of consumer loyalty through the creation of associations with social programs conducted by enterprises and organizations. In this context, the tasks of socio-ethical marketing should be: the analysis of the target audience; development of measures to form a system of customer loyalty and strengthen the position of the brand in a niche market; the improving the quality of goods and services and their compliance with socio-economic and environmental standards; the formation of a system of measures that will improve the quality of life. It was carried out the analysis of marketing tools in the context of realization of the concept of socio-ethical marketing in the conditions of digitalization. It was considered the conditions of development of digital marketing tools. It was determined that the marketing tools that are implemented in the digital economy have certain advantages in the formation of socially defined attributes and needs of specific social groups. However, it does not sufficiently regulate the ethical issues of using personal data of consumers in the context of digitalization. However, studies show a trend of change in the field of socio-ethical relations with consumers, the formation of a paradigm of social responsibility of doing business in new conditions with the spread of cognitive technologies for managing consumer behavior.

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Section: Theoretical Principles Of Transformation Of Modern Marketing Tools In the Concept Of Socio-ethical Marketing As A Mechanism For mentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

The Using of Modern Marketing Tools in the Context of Social Responsibility of Business

Кулініч¹,

Terentieva²

2021

TSEJ

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“…[11], Mintzberg G. [12], Oklander M. [16,17], Porter M. [19], Pererva P. [18], Chukurna O. [2,3,4,15,16] etc. Directions for improving the competitiveness of enterprises and the formation of a research base in the field of competitive relations have been developed by such scientists as Porter M. [19], Niekrasova L. [4], Filippova S. [6], Nestorenko T. [13,14], Nitsenko V. [15] etc.…”

Section: Introductionmentioning

confidence: 99%

Untitled

2021

Zeszyty Naukowe WST

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The article substantiates the methodological approach to the technology of marketing audit of the medical services sector, based on its non-profit nature and the specific nature of medical services. It was proposed and substantiated the author's approach to the stages of marketing audit of the medical field. It was substantiated author's proposals on the procedure for assessing the risk of derivatives of the competitiveness of the medical services sector of Ukraine as one of the mandatory stages of marketing audit. The methodological approach proposed by the authors on the technology of marketing audit allows to objectively assess the real state of development of the medical services sector, taking into account its non-profit nature, to determine the derivatives of its competitiveness and assess the risks of their implementation in practice. KEYWORDS marketing audit, medical services sector, competitiveness derivatives. Artykuł udostępniony na licencjach Creative Commons/ Article distributed under the terms of Creative Commons licenses: Attribution-NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA 4.0). License available: www.creativecommons.org/licenses/by-nc-sa/4.0/

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“…[12], Nestorenko T. [16], Porter M. [21], Oklander M. [18,19], Pererva P. [20], Chukurna O. [2,3,4,17] etc. Despite the significant contribution of scientists to the theory of marketing, the economic conditions prevailing in the pandemic COVID-19 raised the issue of marketing strategy of B2B companies in the context of relationship marketing, taking into account socio-ethical issues of society.…”

mentioning

confidence: 99%

Untitled

2021

Zeszyty Naukowe WST

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The article is devoted to the substantiation of theoretical and methodological approaches to the evolution of the concept of marketing from the beginning to the emergence of the concept of relationship marketing. A scientific analysis of approaches to the interpretation of relationship marketing in the context of the modern paradigm of marketing theory. The author's interpretation of the concept of relationship marketing is proposed and the determinants of its implementation in the activities of enterprises are determined. The principles of using the concept of relationship marketing in the context of the COVID-19 pandemic are substantiated.In order to assess the implementation of the concept of marketing relations to industrial enterprises and determine the level of satisfaction and customer loyalty in the B2B market, a study was conducted on the example of the metallurgical industry PJSC "Metinvest Holding". The study was allowed to determine the relationship between customer satisfaction and consumer loyalty to sheet metal, which is produced by PJSC "Metinvest Holding". According to the results of the study, the Consumer Satisfaction Index with the products of PJSC "Metinvest Holding" was calculated, which demonstrates the relationship between consumer satisfaction and their loyalty to the company. A loyalty matrix has been developed, which includes four main categories of consumer requirements: basic needs, satisfaction engines, insignificant, hidden opportunities. It was proposed to use the research methodology Customer Satisfaction Measuremen, which is one of the key elements in assessing consumer loyalty in the cycle "measurement -feedback -transformation".

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Methodical Approach to Accounting Intangible Assets and Brand Values in Marketing Pricing

Cited by 7 publications

References 1 publication

The Using of Modern Marketing Tools in the Context of Social Responsibility of Business

The Using of Modern Marketing Tools in the Context of Social Responsibility of Business

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