Scientific and Methodological Approaches to the Evaluation of Marketing Management of Enterprises in the Context of International Diversification

Abstract

Marketing management of business activities in the context of international diversification involves the construction of an appropriate system of information gathering, study of foreign markets, planning, implementation and control of the marketing program, risk and profit assessment, effectiveness of marketing decisions, development of marketing strategy of the enterprise, which allows obtaining the maximum positive result with minimal marketing costs. In this study, further development of scientific and methodological approaches to determining the state of marketing management of the activities of agricultural enterprises of Ukraine under the conditions of international diversification, consisting in the identification of problematic issues arising in the course of international business diversification; quantitative and qualitative assessment and determination of the degree of diversification of the enterprise in different markets, as well as conducting market research of the most important business segments of consumers in foreign markets and selecting the optimal exit strategy of a diversified international markets.
 Keywords: marketing management, concept of marketing management, international diversification, effectiveness of marketing management, planning, organization and control of enterprise marketing management, evaluation of the degree of diversification of activities, diversified company

The Strategy of Factors Influencing Learning Satisfaction Explored by First and Second-Order Structural Equation Modeling (SEM)

“…In this research, the conceptual model was generated through literature, which was used to accumulate the predicted relationship between constructs, drawn through hypotheses. The hypotheses were required to choose the appropriate method [20] for the exploratory analysis that is essential to the most common and well-known design of quantitative analysis [17][18][19][20][21][22][23][24][25][26][27][28][29][30][31][32][33] to test literature prediction from empirical data. Therefore, in this study quantitative analysis was selected by applying the statistical tools of SPSS and Smart-PLS.…”

“…Therefore, in this study quantitative analysis was selected by applying the statistical tools of SPSS and Smart-PLS. SPSS is more suitable for descriptive analysis, and Smart-PLS is more appropriate for inferential statistics [30][31][32][33]. The research model was reflective rather than formative.…”

“…The PLS algorithm is essentially a series of weight vector-based regressions [29]. The weight vectors obtained upon convergence fulfil fixed point equations, while the fundamental PLS technique includes the stages listed below [30][31][32]. The following measurement figure is run by the PLS algorithm to get one of the most significant parameters, called factor loadings [33].…”

Використання Маркетингового Менеджменту Для Забезпечення Конкурентоспроможності Сільськогосподарських Підприємств

“…Дослідження Д. В. Райко та Л. Е. Лебедєвої [5] присвячене створенню розгорнутої концептуальної моделі управління маркетингом. Науковометодологічні підходи до оцінки маркетингового управління підприємствами в контексті міжнародної диверсифікації вивчали А. Танасійчук, О. Громова, С. Ковальчук, І. Перевозова та О. Хмельницький [6], напрями та інструменти стратегічного маркетингового менеджменту підприємств на основі менеджменту якості окреслено в праці Ж. В. Горностаєвої, Н. В. Лазарєвої, М. В. Бугайової, О. В. Грибової і Н. М. Зібрової [7].…”

Marketing Management as a Tool for Preventing Crisis of Agricultural Enterprises

“…Among the scientists who study various aspects of marketing management, including its implementation at agricultural enterprises, we can distinguish the following researchers: Komarnytsky and Tsar [15], Kovshova [14,16], Yatsenko et al [17], Raiko and Lebedeva [18], Yatsenko et al [19], Tanasiichuk et al [20], Tkach et al [21] and others.…”