The Current Trends in Marketing Research

Sokhetska, Anna

doi:10.32983/2222-4459-2020-7-346-352

Cited by 5 publications

(1 citation statement)

References 1 publication

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“…Marketing information is objective (statistical data, company reports, etc.) and subjective (estimates, opinions, rumours) and is necessary for analysing the marketing environment (market, product, consumer), making marketing decisions and developing marketing plans (Sokhetska, 2020).…”

Section: Marketing Research Of Marketing Environment Factorsmentioning

confidence: 99%

Development of Ways to Adapt Agricultural Enterprises to Changes in the Marketing Competitive Environment

Bahorka,

Kvasova,

Yurchenko

2023

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The purpose of the article is the generalisation of research methods in the marketing information system of the environment, the practical implementation of the procedure of researching the competitive environment of an agricultural enterprise, and the development of ways of adapting agricultural enterprises to changes in the competitive marketing environment. The main methods of marketing research based on information analysis and forecasting are summarized. Results. The article summarises research methods in the marketing information system of the environment, presents the procedure for researching the competitive environment of an agricultural enterprise, and suggests ways of adapting agricultural enterprises to changes in the marketing competitive environment. Practical results. The need for adaptation of agricultural enterprises to dynamic changes occurring in the socio-economic environment is established, with specific measures of organisation of work on the formation and promotion of sales of the marketing structure of the enterprise and ways of adaptation of agricultural enterprises to changes in the marketing competitive environment. Value/originality. The prerequisites for the formation of competitive factors of companies are constantly changing. Within the framework of this research, the main types of such changes have been summarised and tasks have been identified that will help companies adapt to the competitive marketing environment.

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Section: Marketing Research Of Marketing Environment Factorsmentioning

confidence: 99%

Development of Ways to Adapt Agricultural Enterprises to Changes in the Marketing Competitive Environment

Bahorka,

Kvasova,

Yurchenko

2023

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Ethical Problems of Using Push-Polls in Marketing Research in the Political Market

Kushnir

2023

Econ. upravlin.

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Thepurpose of political marketing research is to measure the electoral sentiments of voters, which are formed in the process of using various tools of influence. Critical from the ethical point of view of conducting marketing research in the political marketis their use as a tool to influence the consciousness and electoral mood of voters. Under the current conditions of marketing development, researching the needs of consumers, competitors, and macroenvironmental factors is extremely important for further planning of the company's activities. Marketing research, in addition to the fact that it should help in making effective management decisions, can be used by unscrupulous customers for various manipulations. For example, in the conditions of the industrialgoods market, such manipulations are practically unreal, because each of the participants systematically makes purchasing decisions and is very well acquainted with both the market participants and the technical and functional characteristics of the goodsthat are the subject of procurement. In the political market, the "purchase of goods" is carried out regularly, but with large time intervals (once every 4 or 5 years), which, given the unformed political culture, creates extremely favorable conditions for the use of various manipulations and technologies to influence the voter (consumer of political goods).The main methods of the conducted research are the analysis, generalization and processing of information obtained as a result of sociological research conducted by the Batkivshchyna party, the sociological company Rating, the Kyiv International Institute of Sociology, and the Razumkov Center. The method of correlation analysis was also used to identify the relationship between the poll results and the actual voting results. As a result of the analysis, it was found that the use of manipulative technologies in the process of conducting marketing political research in the conditions of the pre-election process is ineffective and difficult to predict from the point of view of the final result. Thus, it can be argued that the Ukrainian voter is influenced by a complex of marketing and technological means and techniques, and individual efforts do not bring the desired result

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Розробка Шляхів Адаптації Сільськогосподарських Підприємств До Змін У Маркетинговому Конкурентному Середовищі

Bahorka¹,

Yurchenko²

2023

Економіка та суспільство

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В статті проведено узагальнення методів досліджень у системі маркетингової інформації середовища, представлена процедура дослідження конкурентного середовища аграрного підприємства та запропоновані шляхи адаптації підприємств аграрної галузі до змін у маркетинговому конкурентному середовищі. Вплив ринкового середовища на діяльність підприємств в основному відображається в двох аспектах надання ринкових можливостей або викликання загроз. Узагальнені основні методи маркетингових досліджень, які засновані на аналізі інформації та прогнозуванні. Встановлена необхідність адаптації аграрних підприємств до динамічних змін, що відбуваються в соціально-економічному середовищі із зазначенням конкретних заходів організації роботи з формування і стимулювання збуту маркетингової структури підприємства та шляхів адаптації сільськогосподарських підприємств до змін маркетингового конкурентного середовища.

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The Current Trends in Marketing Research

Cited by 5 publications

References 1 publication

Development of Ways to Adapt Agricultural Enterprises to Changes in the Marketing Competitive Environment

Development of Ways to Adapt Agricultural Enterprises to Changes in the Marketing Competitive Environment

Ethical Problems of Using Push-Polls in Marketing Research in the Political Market

Розробка Шляхів Адаптації Сільськогосподарських Підприємств До Змін У Маркетинговому Конкурентному Середовищі

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