The Influence of Publicity and Sales Promotion on Marketing Performance in Nigeria

Sales promotion and publicity are key promotional marketing tools which have assisted organizations to wax stronger in a global competitive environment. This study investigates the significance of publicity and sales promotion in Nigeria. The research design adopted for this study is survey research design while the sampling technique adopted is simple random sampling technique The Chi-square method is used to test the hypothesis based on the responses from the five-point Likert rating scale of the structured questionnaire. The findings reveal that publicity and sales promotion are veritable tools for achieving organizational marketing goals in a competitive marketing environment. It is recommended that publicity and sales promotion should be well utilized to stimulate customers demand, boost organizational reputation without detriment to product quality and performance. JEL Codes: M31, M37 Keywords: publicity, sales promotion, digital marketing era, promotion mix, marketing tools, marketing performance

Chương 2 Phân tích môi trường marketing (analysis marketing environment)

Major internal and external environments affect the company’s ability to engage customers and build customer relationships

Changes in the Buying Behaviour of the Companies within the Context of the Digital Environment

The social and business environments have changed greatly in the last two years, in the conditions of the COVID-19 pandemic and the condition of increased adoption of the digital based activities in the everyday lives of the company. New tools and activities, like “remote working”, “online interaction”, “video conferences” are just some of the new tools that have changed the Business-to-Business (B2B) marketing and buying behaviour landscape and made it jump from the traditional to the current and possibly the future approach. The current paper tracks some of the changes that have occurred in the Business-to-Business marketing environment, while underlining the effects he shift to digital has had on the business consumers and on their buying behaviour, being sustained by several secondary data analyses resulted from current reports, which are the basis for developing successful B2B marketing strategies and tactics.

MARKETING IN A DIGITAL TRANSFORMATION

61 УДК 338.24.01 O.V. Zavyalova MARKETING IN A DIGITAL TRANSFOR-MATION The article analyses the relationship be-tween the concepts of digitalization of the economy and digital transformation of the economy. The relationship and interdepend-ence of these definitions has been investi-gated. Analysis of the features of the digital transformation of the economy was carried out, its main advantages were highlighted. The place of marketing in the digital trans-formation of the economy has been investi-gated. Analysis of the main factors of the marketing environment in the conditions of digital transformation was carried out, factors of formation of fundamentally new environ-ment were highlighted. Changes in the con-cepts of marketing used in the modern economy have been investigated. New con-cepts of marketing in conditions of digital transformation of economy are proposed. Engagement marketing, personalized mar-keting, retrospective marketing. The ratio of new marketing concepts as a reaction to changes in the external environment and the economy as a whole was carried out.

Analysing the Role of Macro Environment Analysis in Business Success of Ford

Managers frequently use strategic analysis to help them make decisions. It's necessary for developing strategic plans because it considers both the company's internal and external settings. The company's situation is examined in light of a variety of market conditions as well as potential dangers. Additionally, the business's strong and weak points are evaluated and either improved or eliminated. Today's market-leading businesses are founded on a sound strategic analytic foundation. Depending on the organization's focus on the external environment, industry, or internal environment, a variety of methodologies can be employed for strategic analysis. Strategic planning Ford's purpose with this initiative is to create the theoretical foundation for strategic analysis by emphasising the importance, meaning, and technique of marketing environment research.

Chapter 2 Phân tích môi trường marketing (analyzing the marketing environment)

marketing operates in a complex and changing environment. Other actors in this environment such as suppliers, intermediaries, customers, competitors, public, and others including may work with or against the company. Major environmental forces demographic, economic, natural, technological, political, and cultural shape marketing opportunities, pose threats, and affect the company’s ability to engage customers and build customer relationships. To develop effective marketing strategies, a company must first understand the environment in which marketing operates

Assessing Trade Attractiveness Using International Marketing Environmental Factors and Fuzzy DEMATEL

International market entry of entities can be through exporting, licensing, franchising, partnering and strategic alliance, acquisition and Greenfield venture. However, small and medium enterprises (SMEs’) initial international market entries are limited to exporting. Hence, assessing the international marketing environment is essential for deciding the pre-export or initial export stages of going international. It also needs favourable policies to support the trade growth of SMEs between countries. Hence, this research study aims to develop a quantitative approach for assessing the international trade attractiveness between regions with physical, political, economic, sociocultural and technological (PPEST) variables and the fuzzy decision-making trial and evaluation laboratory (DEMATEL) technique. This research study is novel in its approach for identifying the prominence causal variables of trade attractiveness by applying the Fuzzy DEMATEL technique. The results revealed that ‘focusing on the development of new technologies’ and ‘Physical distribution and communication network’ were the core factors influencing the trade attractiveness between the regions. Furthermore, directions for policy implementation and research expansion in this domain were also presented.

IMPROVEMENT OF THE MARKETING COMPLEX OF THE INDUSTRIAL ENTERPRISE

This article considers the issues on improvement of marketing complex of industrial enterprise, with the purpose of stabilization of its activity and strengthening of competitive positions. It is proposed to improve the activities of industrial enterprises on the basis of the formation of measures that will ensure the current support of domestic enterprises in difficult economic conditions. One of the ways of improving the performance of the company is to change the model “4P” into a model of marketing complex “5P” and use personnel (“Personal”) as one of the tools. On the basis of the conducted research the influence of external environment factors was evaluated on the basis of the model of the marketing complex “4P”. As a result, it was found that the surveyed company has low competitive advantages, but these competitive advantages may not be valid without preservation of highly qualified personnel, because of the instability of the activities of the company, constant differences in production, simple, reduction of workers or voluntary migration of manpower and as a result of the loss of highly qualified workers and the position of the leader in the field of machine building. The evolution of the marketing complex depending on the influence of factors of the marketing environment is examined. The application of the marketing complex not only contributes to satisfaction of needs of potential organizations in the framework of target markets, but also allows maximizing the efficiency of industrial enterprises’ activity. Practical relevance of the research carried out in the article lies in the fact that using recommendations and directions of upgrading the marketing complex of industrial enterprise will ensure stabilization of its activity on the market due to the influence of regressive external factors.

Theoretical aspect of marketing research of the market and its elements

The article is devoted to the qualitative assessment of marketing research. The essence and role of theoretical features of market research are revealed. The main components of market research are identified. The objective necessity and significance of marketing research and its structural elements in providing competitive advantages to enterprises are analyzed. The work deepens the understanding of the content of the concept of market research, improved the principles of their conduct and the subjective component. The concept and basic provisions of introduction of the effective mechanism of marketing researches of the market, its structural elements which are analyzed in the course of research of demand for the goods are proved. It is proved that market research can be defined as the systematic collection, accounting and analysis of data on marketing and marketing issues in order to improve the quality of decision-making and control procedures in the marketing environment. It is established that currently market research of the market and its structural elements is the basis of successful business. It is recommended to conduct market research to ensure stable and efficient operation of domestic enterprises of various forms of ownership and management.