Facultatea de Ştiinţe Economice / Faculty of Economic Sciences
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Item Innovation – the key to success in marketing activity of the company(CEP USM, 2024-10-24) Nazar, NadejdaThe article aims to explore the role of innovation in the marketing strategy of enterprises, highlighting how it contributes to success and competitiveness in the market.Item Correlation of the concepts innovative marketing and marketing of innovations in the context of promotion of goods and services(CEP USM, 2024) Blagorazumnaya, Olga; Trifonova, LarisaThis article analyzes the relationship between the concepts of innovative marketing and marketing of innovations with an emphasis on their impact on the effective promotion of goods and services. It was found that innovation marketing and marketing of innovations are closely interrelated. Their relationship can be depicted as a form of mixed approach. Innovation marketing serves as a fundamental strategic approach that lays the foundation for the development and implementation of marketing strategies that are not limited to the area of innovation. On the other hand, marketing of innovations acts as a more practical component aimed at promoting innovations and innovative products on the market. This article presents a comparative analysis of these concepts, revealing their parallels, differences and synergistic aspects within the framework of promoting goods and services. The study highlights new approaches and strategies that promote the effective use of innovation marketing and marketing of innovations for advertising purposes.Item Analiza practică a implementării auditului de marketing în cadrul întreprinderilor(CEP USM, 2024-09-20) Ispravnic, DariaIn modern conditions, a marketing audit should become an integral component of any enterprise's marketing activities. Its implementation should not be reduced to a one-time event. The purpose of the research is to analyze the practical implementation of marketing audit within enterprises. The general objective of the research is to research and present from a practical point of view the marketing audit as a tool for evaluating the effectiveness of an enterprise's performance. The research objectives include the following: evaluation of the implementation of marketing audit in enterprises in the Republic of Moldova; presentation of entities that practice marketing audit activity in the Republic of Moldova, evaluation of the performance of the Lactalis Alba enterprise through the control instruments identified within the marketing audit, research and presentation of the effects of implementing marketing audit on sales. Quantitative and qualitative, inductive and deductive methods, as well as analysis and synthesis methods, were used to carry out the research activity. The research results will be materialized in a theoretical-practical work, the value of which will consist in the fact that, as a result of the study, several aspects regarding the marketing audit activity and marketing activity were researched and presented. Marketing activities will be proposed with the allocation of direct and indirect effects to achieve performance indicators.Item INTERCONEXIUNEA DINTRE MARKETING ȘI MANAGEMENT FINANCIAR(CEP USM, 2024-11-07) Gherjavca, Svetlana; Antoci, NataliaIn a market economy and fierce competition, the success of a business depends largely on the organization and implementation of an efficient financial management system. In order to ensure maximum efficiency, the basic objectives of financial management are to maximize revenues (often sales) and optimize expenses. In this context, the active involvement of marketing in the financial management system is inevitable. The purpose of this paper is to draw attention to the importance of the correlation of marketing and financial management activities in the management systems of economic entities. The research used the following scientific research methods: theoretical generalization, scientific abstraction, system analysis, comparative analysis. The research allowed us to conclude that both the marketing activity is based on calculations and analysis of indicators, decision making and financial management activity needs the results of marketing studies to achieve its objectives.Item ADVERTISING AND INFORMATIONAL ACTIVITIES IN MODERN BUSINESS(CEP USM, 2024-11-07) Blagorazumnaya, Olga; Trifonova, LarisaAdvertising work is an integral part of the commercial and marketing activities of any trading enterprise. In the context of market development and increasing saturation of the consumer market with goods and services, advertising work takes on new significance, characterized by a number of specific features. Understanding and incorporating these features helps to activate the sales process, stimulate the sale of individual products, rationalize customer service processes through the “informational support” of all its components. The power and role of advertising have long been recognized in global business. Primarily, advertising carries information presented in a concise, artistically expressed form, emotionally resonant, and bringing to the consciousness and attention of potential buyers the most important facts and details about products and services. The most common sphere of advertising activity is trade advertising, targeting goods, trading enterprises, and services offered by these enterprises. Advertising serves as a tool to compete for market share against competitors. Simultaneously, by shaping public opinion around specific products, advertising influences the formation of consumer needs. Besides advertising, consumer demand for goods and services is also influenced by the alignment of product offerings with consumer demand, the level of disposable income, and the organization of trade.Item DIGITAL TRANSFORMATION OF BUSINESS IN THE CONTEXT OF SUSTAINABLE DEVELOPMENT(Print-Caro, 2023) Ţurcan, Rina; Ţurcan, IuliuThe actuality of the topic of this article is indisputable in the context of the digital era in which we live and which is characterized by intense rhythms of the development of information technologies. The digital transformation of business is a process that requires radical changes in the business environment and in the strategies of companies. In this context, companies that do not follow the course of digital business transformation will not stand up to the competition and will have to go out of business. Data on spending on digital transformation technologies and services worldwide and the evolution of the size of the big data analytics market worldwide were used as statistical data. The article also uses the results of the survey performed in the framework of the Erasmus+ CONNECT project in order to assess the importance of know-how in communication and information technologies for entrepreneurship. Following the analysis of the research of other specialists in the field, the article argues the main advantages of web analytics technologies for entrepreneurial activity and the directions of the impact of digital technologies used in business in ensuring the sustainable development of the economy.Item DIGITAL TRANSFORMATION OF BUSINESS IN THE CONTEXT OF SUSTAINABLE DEVELOPMENT(Print-Caro, 2023-03-15) Țurcan, Rina; Țurcan, IuliuThe actuality of the topic of this article is indisputable in the context of the digital era in which we live and which is characterized by intense rhythms of the development of information technologies. The digital transformation of business is a process that requires radical changes in the business environment and in the strategies of companies. In this context, companies that do not follow the course of digital business transformation will not stand up to the competition and will have to go out of business. Data on spending on digital transformation technologies and services worldwide and the evolution of the size of the big data analytics market worldwide were used as statistical data. The article also uses the results of the survey performed in the framework of the Erasmus+ CONNECT project in order to assess the importance of know-how in communication and information technologies for entrepreneurship. Following the analysis of the research of other specialists in the field, the article argues the main advantages of web analytics technologies for entrepreneurial activity and the directions of the impact of digital technologies used in business in ensuring the sustainable development of the economy.Item PHUBBING PHENOMENON: CONTEMPORARY DISCOURSE IN THE DIGITAL WORLD AND SOCIAL RESPONSIBILITY OF MARKETING(CEP USM, 2023) Zavalii, Tetiana; Zhalinska, IrinaThe modern digital world, along with many opportunities, raises a significant number of challenges. One of them is the emergence of the phubbing phenomenon as a manifestation of users’ dependence on smartphones and constant distractions on social networks. In this regard, the problem of forming ethical behavior while social interaction in both the digital world and live communication arises. The article has investigated the peculiarities of the phubbing phenomenon and its influence on social interactions in terms of strengthening the social responsibility of marketing activities on the part of smartphone industry companies. The emergence of the phubbing phenomenon and the term for its designation has been examined. It has been demonstrated that the problems of ethical behavior during live communication have become more relevant due to the growth of the number of mobile phone users. Definitions of phubbing, generated by modern means of Artificial Intelligence, i.e. Midjourney Neural Network and ChatGPT, as well as connections between the phubbing phenomenon and marketing have been given. The main types of phubbing and the terminological apparatus of phubbing, which are highlighted in scientific papers for the time being, have been summarized. The use of Google Digital Tools, i.e. Google Trends, has enabled analyzing the popularity of the term ,,phubbing” in the world and in Ukraine. A survey of students of Zhytomyr Polytechnic State University (Ukraine) was conducted in order to determine the attitude of Generation Z towards the behavior related to phubbing. Examples of drawing attention to the problem of phubbing have been given. It has been demonstrated that the active position of smartphone industry companies regarding the formation of ethical behavior in a hybrid environment is relevant for a number of reasons. Development and implementation of company policy regarding social responsibility can be done through marketing activity of smartphone industry companies.Item ASPECTE PRIVIND ROLUL MARKETINGULUI ON-LINE ÎN DEZVOLTAREA ACTIVITĂȚII ECONOMICE(CEP USM, 2020) Bulat, VeronicaThe marketing strategies applied by enterprises differ greatly from one field to another. Manufacturers of consumer goods have introduced into their marketing activities certain modern online marketing techniques, and at the same time have largely retained traditional promotion techniques. In essence, online marketing is a form of traditional marketing that is based on the principles of operation and characteristics of direct marketing. The main principle to support the development of online marketing is that of "electronic customer", which aims to achieve a degree of personalization of offers as high as possible.Item ABORDĂRI TEORETICO-METODOLOGICE PRIVIND COMPORTAMENTUL CONSUMATORULUI PRIN PRISMA PROCESULUI DECIZIONAL(CEP USM, 2021) Hămuraru, Maria; Bulat, VeronicaActualmente, procesul decizional al consumatorului reprezintă un subiect important de discuție în rândul tuturor entităților economice producătoare și prestatoare de servicii. Astfel, specialiștii de marketing din cadrul firmelor sunt permanent preocupați de dorințele și nevoile consumatorilor, de stimulii, de factorii care influențează alegerea de cumpărare, aceasta fiind problema primordială. Creșterea complexității vieții economice, precum și progresul tehnico-științific au condus la necesitatea cunoașterii mecanismului comportamentului uman, care devine tot mai complicat și mai amplu, dar în același timp tot mai interesant și provocator. În condițiile actuale, oferta posedă multiple variante, consumatorii dobândesc foarte multe posibilități de alegere a produselor și serviciilor, iar puterea de cumpărare a populației, împreună cu nivelul de educație și cultură, a crescut considerabil, ceea ce influențează cumpărătorul să-şi satisfacă mai multe trebuinţe, mai sofisticate, calitativ ridicate, aspect de care ține seama, numaidecât, producătorul, pentru a putea veni în întâmpinarea dorinţelor acestuia. Astfel, dacă producătorul nu distinge la timpul potrivit aceste noi opţiuni ale clientului, acesta se va îndrepta către un alt producător.