The article is assigned to the marketing stages development, depending on the change of the market environment, competitiveness factors. A critical overview of the basic concepts on the basis of ...which the commercial activity of enterprises took place in different historical epochs is given. The driving forces of such changes are determined. The epochs of marketing are distinguished according to the following criteria: 1) stages of the theory and practice of marketing formation (from the epoch of pre-scientific marketing to its modern concept); 2) in terms of accentuation in marketing management; 3) in terms of key principles of product competitiveness from consumers’ point of view. During the description of marketing epochs according to F. Kotler (from marketing 1.0 to marketing 5.0) their comparative analysis is carried out, the key directions of concentration of marketing efforts of the company are allocated. The own classification of epochs of marketing development depending on change of a key element in maintenance of competitiveness of the goods is given. The product, service, value and technological epochs in marketing development from the point of view of accentuation in commodity policy are singled out. The change of such epochs took place evolutionarily. Factors of competitiveness of the company's goods from previous epochs formed the basis for the factors of subsequent epochs. The characteristic of epochs of marketing development depending on change of a key element in maintenance of competitiveness of the goods is given. The driving forces that led to the emergence and change of these stages are identified. The article shows and proves with the use of examples from marketing practice the relevance of the technological era in modern marketing. The article shows that the product today is not just an object of exchange and production technology, the product is an element of technology to meet the needs, and this leads to a new understanding of the essence of product competitiveness. It is shown how the emergence of such era is associated with increased competition in the market and changes in technology. The model of the goods as technologies of consumers’ needs satisfaction is resulted. The matrix of goods competitiveness on the basis of the analysis of goods integration in a technological chain of consumers’ needs satisfaction is offered. The changes in the formation of the company's unique proposal for consumers in the market in the context of the technological epoch in marketing are shown.
The research aims to reveal the logic of the marketing concepts’ evolution in the context of globalization processes of the XX–XXI centuries in order to identify the emerging marketing paradigm, ...meaningful for Russian realities. The globalization of markets, the economy and public life is interpreted as an objective reality determined by scientific and technological progress. The sequence of four stages in the development of economic globalization has been presented and characterised. Marketing concepts’ evolution of American companies, traditional leaders of world markets, is viewed in the process of unfolding of four-stage evolution of globalization during the last century, determined by a series of industrial revolutions. In the context of the globalization processes development, a comparative description of seven marketing concepts has been given – from improving production to holistic marketing. The sequence of changes of marketing dominants in the Russian Federation since the beginning of market economy development in the 1990s has been presented, – from marketing of import to import-substitution marketing and export-oriented marketing. The research is based on the analysis of sources with overlapping themes of globalisation and marketing, including the field of global value networks. The convergence of these areas of knowledge in the process of globalization and of digital markets’ expansion has been noted. The features of the marketing paradigm in the age of digital globalization and its significance for the Russian business global positioning and for its business models’ global platformisation have been determined. The conclusion has been made about the importance of the holistic marketing concept for solving the problems of digitalisation of the economy and digital management transformation in the Russian Federation.
The active management of an organization's image, identity and overall reputation can result in a range of benefits including attracting larger and higher quality job applicant pools, fostering an ...improved overall impression of the firm in potential employees' minds and retaining and engendering loyalty amongst current employees. How these concepts apply in the public sector remains nascent. This paper reviews the extant literature on identity, image, and reputation and identifies how and why these concepts are salient for exploring current and potential employees' perceptions of the public sector as an employer. A conceptual model is developed through reviewing organizational characteristics of public sector entities and proposing how these may influence employees' image, identity and reputation perceptions of the employer attractiveness of the sector.
The natural environment is one of the areas of sustainable development. The implementation of the goals of sustainable development is associated with the creation of conditions supporting ecological ...behaviours as well as the greening of consumption. It cannot be ignored that the implementation of behavioural marketing concepts contributed to the development of excessive consumerism, whereas the use of marketing innovations by enterprises with high strategic potential and dominant market position often translated into shortening product life cycles. In this context, there arises a research question concerning the role that marketing has to perform nowadays, and the challenges to its concept, resulting from sustainable development. The paper is based on literature studies and the results of an empirical research that was performed on a sample of 140 entities shaping the offer of organic farming products in Poland. The study included both organic farming entities and entities dealing with the distribution of organic farming products in Poland. The goal of the paper is to show the role of marketing as a multi-paradigmatic concept in shaping the development of the market of organic farming products in Poland. The analysis of the research results aimed at identifying the reasons for introducing organic farming products by distributors into their offer, as well as showing the nature of the relationships between producers and distributors of organic farming products in Poland. The analysis of the research results shows that the relationships between producers and distributors of organic farming products in Poland are perceived by both parties as long-term and based on trust. Special attention is also paid to the hierarchy of factors stimulating the development of sales of organic farming products in Poland. Identification of stimulants for the development of the market of organic farming products indicates the great importance of marketing in this area because the main factors of development of this market are of marketing nature or are inherently related to marketing.
Purpose
The purpose of this paper is to contribute to the understanding of relationship between implementation process of marketing concepts and the culture at the small- to medium-sized enterprise ...(SME) level of the Omani economy. The marketing culture and behavior provide a comprehensive insight into the implementation process of marketing concepts in SME sector in Oman. This paper seeks to explore the marketing culture of the firm’s members and to what extent they can support or create barriers to the successful implementation of the marketing concept in Al Buraimi region – Oman.
Design/methodology/approach
A quantitative approach was used to explore the impact of organizational culture on the implementation of marketing concepts on SMEs; to achieve the objective of this study, the paper based on a sample of 240 of SME sector in Al Buraimi. Simple Random Sampling was used for the sample distribution. The IBM analysis program Statistical Package for Social Sciences was used to process the data sets.
Findings
The findings of this study support the argument about the positive relationship between the implementation of marketing concepts and organizational culture. In the Omani context, organizational culture is related to the whole society’s culture, which has changed over recent years due to changes in lifestyle and consumer behavior. All of this affects the SME sector and its ability to create new ideas for the marketing process.
Originality/value
The paper finds that there is a logic and structure to the culture and the implementation process of marketing concepts. It helps to identify the impact of the culture of the SME on the implementation of marketing in the SME sector on the Omani economy in light of the new orientation on the part of decision makers in terms of increasing the importance of non-oil activities.
The aim of the article is to study the evolution of theoretical approaches to the problems related to the ecological and economic interaction of economic entities and clarify the essential ...characteristics of the economic component of environmentally responsible marketing. By analyzing, systematizing and summarizing scientific works of domestic and foreign scientists, the evolution of marketing concepts is considered, the views of researchers on the definition of the concepts “social marketing”, “environmental marketing” are systematized. As a result of the research, the advantages and disadvantages of the existing definitions of “green” marketing are highlighted. The main characteristics of the concept “environmentally responsible marketing” are formulated in the context of the concepts of sustainable development and socially responsible marketing. Prospects for further research in this area are: the infrastructure of environmentally responsible marketing; a conceptual justification of the methodology for building an environmentally responsible marketing system; factors and models of modern economic growth with consideration for the environmental factor, etc.
Most business schools have a capstone course called strategic management. Students in these courses are often required to assess organizations' functional areas of business, including marketing. ...Students determine marketing strengths and weaknesses of firms, and develop strategic plans for case companies. Students formulate strategies, make recommendations, and determine the expected marketing impact of those recommendations. Although marketing plays an important role in strategic planning, the present research shows that most strategic-management textbooks provide little to no marketing coverage. In study 1, a content analysis of six leading strategic-management textbooks reveals 10 marketing topics being discussed, although scantly. In study 2, a survey of 167 business students nearing graduation examines the relative importance of the identified topics in strategic planning. Findings of this research suggest that the capstone business course needs to be more integrative. Implications for business courses, faculty, textbook authors, as well as practicing marketers and managers are discussed.
This paper investigates marketing concept application in the most profitable of tourism businesses in Albania. The total population is defined according to the profitability criteria, whereby the ...stratified sample of 100 tourism businesses was applied. The research is aimed at gathering primary data by the questionnaire sent via mail.
The goal of each economic activity is creating value for the end users. In this context, profit is both a measure of value which the firm has created for the customer and an indicator of how well the enterprise has understood customer needs and translated the understanding into products and services that deliver superior value. From the above stated, the conclusion can be made that the most profitable tourism businesses adopt marketing concept to the largest extent.
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