FUNCTIONAL MODEL OF INFORMATION SUPPORT OF MARKETING ACTIVITY OF TRADE ENTERPRISE

Kostiantyn Zhadko, Dmytro Samoilenko

Abstract


Zhadko K.S., Samoilenko D.M. FUNCTIONAL MODEL OF INFORMATION SUPPORT OF MARKETING ACTIVITY OF TRADE ENTERPRISE

Purpose. The aim of the article is formation of the model of information support of the marketing management system of a trade enterprise on the basis of the IDEF0 methodology.

Methodology of research. The works of domestic and foreign scientists on information support of marketing activities of the enterprise are the theoretical and methodological basis of the study. The tasks set in the work are solved with the help of methods: analysis and generalization – in the analysis of models of marketing information system; system approach, abstract and logical – in the development of a model of information support of marketing activities of the enterprise.

Findings. The main elements of the process of information management of marketing activities on the basis of IDEF0 methodology are systematized. The main existing models of marketing information system in the economic literature are considered. The parameters of "benefits" which should be provided by an effective model of information support of the marketing management system to the enterprise at its realization are singled out. The approach to the formation of the optimal model of information support of marketing activities is substantiated, which creates an opportunity to optimize the process of sales management and product promotion to the end consumer, which increases the level of consumer loyalty and competitiveness of trade.

Originality. The proposed scientific and methodological approach to the formation of a model of information support for marketing activities of trade, in contrast to existing ones, creates an opportunity to respond quickly and timely to changes in the environment, behaviour, requirements and consumer demands, allows you to analyse and communicate relevant marketing information marketing decisions.

Practical value. Practical implementation of the proposed model of information support of marketing activities of a trading enterprise solves the problem of maintaining long-term relationships with partners by creating and maintaining communication between the trading company and consumers, creating mutual value, which provides significant benefits in a highly competitive consumer market.

Key words: information, information support, marketing activity, trade enterprise, integrated functional model.


Keywords


Key words: information, information support, marketing activity, trade enterprise, integrated functional model.

Full Text:

PDF

References


Bahorka, M.O. and Yurchenko, N.I. (2020), “Formation of a complex marketing system at the enterprise”, Vcheni zapysky TNU imeni V. I. Vernadskoho. Seriia: Ekonomika i upravlinnia, Vol. 31 (70), no. 1, pp. 102-108.

Beliavtsev, M.I. and Vorobiov, V.N. (2006), Marketynhovyi menedzhment [Marketing management], tutorial, Tsentr navch. lit., Kyiv, Ukraine, 407 p.

Biriukov, A.Yu. (2015), “The concept of an actual model of a marketing information and communication system (MICS) of a commercial organization”. Scince Time, no. 11(23), pp. 51-57.

Gushchina, Yu.I. and Rekeda, V.V. (2013), “Model of marketing information system for sales management in the service market”, Fundamentalnye issledovaniia, no. 11-7, pp. 1389-1392.

Kyivska, K.I. (2018), “Analysis of modern approaches to the creation of enterprise marketing information systems”, ScienceRise, no. 10, pp. 24-27.

Kotler, F. and Keller, K. (2015), Marketing menedzhment [Marketing management], tutorial, 14 ed., Piter, Moscow, Saint Petersburg, Russia, 800 p.

Lepeiko, T.I. and Mazorenko, O.V. (2013). “Substantiation of the technology of formation of information support of functioning and development of the enterprise”, Biznes Inform, no. 6, pp. 356-360.

Mishulin, G.M. (2014), “Algorithm for the design and implementation of an integrated marketing information and communication system”, Vestnik AGU, no. 4(151), pp. 208-218.

MS ISO 9001–2000. Sistema menedzhmenta kachestva. Trebovaniia [IS ISO 9001-2000. Quality Management System. Requirements], Moscow, Russia, 41 p.

Naumova, O.E. (2013), “Increasing the role of marketing information systems in ensuring effective marketing management of the enterprise”, Ekonomichnyi visnyk Donbasu, no. 2(32), pp. 129-134.

Panukhnyk, Ya.H. (2014), “Conceptual approaches to the construction of marketing information systems of an industrial enterprise”, Innovatsiina ekonomika, no. 2(51), pp. 113-120.

Pedko, I.A. (2015), “Neoclassical concept of marketing information systems of enterprises”, Tekhnologicheskiy audit i rezervy proizvodstva, no. 5/5(25), pp. 4-9.

Petrunia, Yu.Ye. (2016), Marketynh [Marketing], tutorial, 3rd ed., Universytet mytnoi spravy ta finansiv, Dnipropetrovsk, Ukraine, 362 p.

Fedorchenko, A.V. (2009), Systema marketynhovykh doslidzhen [Marketing research system], monograph, KNEU, Kyiv, Ukraine, 267 p.

Chernenko, O.V. (2017), “Marketing information in enterprise management”, Ekonomichnyi visnyk NTUU “KPI”, no. 1, pp. 369-374.

Mattar, F.N. et al. (2009), Gestao de produtos, serviços, marcas e mercados: estratégias e ações para alcançar e manter-se “Top of Market” [Management of products, services, brands and markets: strategies and actions to reach and remain “Top of Market”], Atlas, São Paulo, Brazil, 105 p.

Oklander, M.A. and Oklander, T.O. (2017), “Segmentation and communication in digital marketing”, Marketynh i menedzhment innovatsii, no. 3, pp. 69-78.




DOI: https://doi.org/10.37332/2309-1533.2020.5-6.8

Refbacks

  • There are currently no refbacks.


Creative Commons License

 INNOVATIVE ECONOMY 2006 - 2024