ОРГАНІЗАЦІЯ ЗБУТОВОЇ ДІЯЛЬНОСТІ ТА СИСТЕМИ МАРКЕТИНГОВИХ ДОСЛІДЖЕНЬ НА ПІДПРИЄМСТВІ

In this era of rapid technological change, Social Media has emerged as a key marketing practice in the ICT sector in India. In this chapter, the authors examine the emergence of Social Media as a marketing practice, its application in Relationship Marketing and Market Research and the influence of these on Customer Satisfaction in a B2B market. This research integrates Social Media with the widely prevalent Marketing Management and Relationship Marketing paradigms. A web based survey was used to collect data from a sampling frame of ICT firms in India. Factor analysis evidenced the emergence of Social Media as a unique and distinct factor. It also clearly shows the use of Social Media for Relationship Marketing and Market Research purposes by these ICT firms. Multiple regression analysis showed a significant positive relationship between the independent variables - Social Media, Relationship Marketing and Market Research and the dependent variable Customer Satisfaction.

This study aims to determine the extent to which product quality, price, promotion, and service quality significantly influence customer satisfaction at Es Teh Indonesia in Bogor. A total of 430 respondents participated in this study, with questionnaires distributed using a non-probability sampling technique in a descriptive quantitative research design. Data were analyzed using SPSS 29 software, applying multiple linear regression with an error value of α = 0.05. The results indicate that (1) customer satisfaction is positively and significantly influenced by product quality, (2) price significantly and favorably affects customer satisfaction, (3) promotion significantly and positively impacts customer satisfaction, and (4) service quality also has a positive and significant impact on customer satisfaction. Furthermore, the study finds that product quality, price, promotion, and service quality collectively have a positive and significant influence on customer satisfaction at Es Teh Indonesia in Bogor. These findings underscore the importance of each marketing element in fostering customer loyalty and satisfaction. The research has significant implications for Es Teh Indonesia’s strategy to enhance its product offerings, improve service quality, and design effective promotional campaigns. These results can guide the company's marketing practices to achieve a competitive advantage in the local beverage market

Purpose . The work is devoted to the substantiation of a new approach to the management of consumer value of services, the improvement of marketing research methods and the analysis of their results. Target tasks of work: determination of the size and content of consumer value of services for the transportation of passengers by the railway of Ukraine in long-distance traffic; comparison of the results of two approaches to the study of customer attitudes towards services (traditional and proposed - holistic); determination of the directions of management impact on the consumer value of long-distance passenger transportation by the railway of Ukraine. Research methodology : in three focus groups, discussions were hold regarding travel by day and night trains, the results of which resulted in a list of disadvantages and advantages that create the use value of such a transport service. The list of 19 positive and negative statements reflected all stages of the trip by the railway, the Likert scale was applied to it and an appropriate form was developed for conducting interviews, on this basis a survey was conducted within a random sample of respondents. Two approaches have been used to measure the consumer value of the transport service, which correspond to the traditional and holistic management of it. The results showed that the prejudicial attitude of passengers to daytime high-speed traffic in the seven years of their existence was overcame, and the levels of advantages and disadvantages fully satisfy only one-fifth of those traveling by day and night. At the same time, the vectors of search for ways to increase the consumer value of the service for representatives of different segments of passengers are multidirectional. Scientific novelty : it is proved that the traditional approach to the disordered point impact on the elements of consumer value does not give the expected results, does not increase customer satisfaction and does not allow attaching them reliably to the railway transport; if several customer segments with different preferences, requests and expectations are served simultaneously in the common space, only holistic management of the consumer value of services that is bases on appropriate marketing research methods can be effective. The development of the marketing research methodology is gives in terms of the fundamental principles - general and specific, which are necessary for the implementation of the new concept of holistic management of the consumer value of services. Practical significance: during the marketing research, a new approach was proposed and tested, and a sequence of analysis of the segment aspirations was developed, which made it possible to determine the direction and parameters of the managerial impact on the creation of prerequisites of consumer value of the service of a certain level and content; presenting the structure of customer attitudes towards infringements and advantages in the form of petal diagrams makes it possible to determine consumer value vectors of services competing with each other, which is the basis for developing management solutions for constructing the consumer value of railway services.

Market research in developed countries is condition sine qua none business of successful companies. On the other hand, market orientation as the key mechanism of allocation of limited economic resources in the countries of transition is still in the implementation phase. This paper deals with the issues of market research in the function of business decisions, on the example of companies in the South Backa region (Republic of Serbia). The many-year transition process (it has been going on for 20 years now), the insufficiently developed market mechanisms, the problems imminent to the nature of transition – monopoles, slow decentralization and non-efficient institutional system resulted in the fact that companies are relatively slow in the implementation of modern business methods. The first part of the paper aims to define market research on theoretical-methodological level. The second part of the paper deals with the influence of research on company businesses, as well as the implementation of the research on company decision-making. The third part of the paper presents certain aspects of market research of companies in the South Backa region. The aim of the research implies the representation of market research analysis as a modern business method. The informative significance that company management attaches to market research results in the context of business decision-making has also been analyzed. The fourth part of the paper is reserved for the research results. Key words: Market research, companies, business decisions, business.

The benefits of applying market demand models in engineering design have been well established. Arguably the most common approach has been to apply a random utility model, although any representation of market demand based on customers’ responses to surveys or in market situations can be used to this end. In practice, various methods have been used to collect market data through the use of surveys, typically based either on choices from among sets of alternatives or statements of willingness-to-pay. The applicability of the data collected has been limited, however, by the complexity of the relationships between market research methods and market demand models. The prospects of reusing an enormous amount of available market research data and increasing practitioners’ freedom in applying market research data to forecast market demand compel us to investigate the correspondence between market demand models. In this paper, we build on the recent work of Cook and Wissmann to demonstrate a bilateral correspondence between the popular multinomial logit model and Cook’s S-Model. Results from two independent case studies are presented showing that the utility function in a multinomial logit model may be reparameterized as a value function in the S-Model and vice-versa. The techniques demonstrated in this paper for defining direct comparisons between previously incompatible market research methods and demand models provide the practitioner with powerful new capabilities for validating market models, fusing market models to expand customer-based trade spaces, and presenting results to decision-makers in familiar formats.

The project describes a marketing research method course conducted during the Spring II bimester, 2008, at a private university in Guayaquil, Ecuador. The case illustrates the difference between experiential learning (EL) and traditional approaches for teaching international marketing, particularly marketing research methods, and provides suggestions for implementing EL projects in international business curricula.

Focus on Authors

Purpose – Marketing researchers continue to debate the significance of the managerial relevance of marketing, especially in the boardrooms. Despite a growing number of published papers on the topic, it is surprising that there are virtually none on mental models. The purpose of this paper is to discuss these issues. Design/methodology/approach – The paper presents mental models as a perspective to discuss marketing's position in companies, and reflects on the marketing mental models of boardroom members and top management. Findings – The paper addresses marketing's relevant issues and offers new insights into the role of marketing in companies by highlighting mental models, which drive the boardrooms’ and managers’ attentions, decisions, actions, and evaluations. The paper demonstrates the importance of mental models by introducing and discussing the notion of the mental footprint of marketing, or the impact marketing has on mental models. Research limitations/implications – The rapidly changing business environment, in addition to current marketing research trends, strengthens the need to understand the scope of issues included under the notion of marketing, as well as the overall significance of marketing within the company. The paper advocates that understanding and investigating mental models is useful in these endeavors. Practical implications – The paper presents a set of different implications from recognized mental models in companies. Originality/value – This paper contributes to discussions on the relevance of marketing in modern companies by introducing a new perspective, involving the mental footprint of marketing, which challenges functional points of view. If the mental model of marketing takes a broader approach, considering marketing to be ubiquitous, then marketing can be seen as being present in the boardroom.

This study aims to determine the effect of product quality and service quality on customer satisfaction at the Kang Cuci Sepatu store in BP7. Increasingly fierce competition in the shoe laundry business demands that businesses improve product and service quality to maintain customer loyalty. Data were collected through a questionnaire measuring customer perceptions of product quality, service quality, and customer satisfaction. The results showed that the majority of respondents rated the product quality, specifically the shoe washing results, as excellent, and the service was friendly and responsive. Service turnaround times were also assessed as consistent with promises made. Overall customer satisfaction was high, with many customers willing to use the service again and recommend it to others. Therefore, the Kang Cuci Sepatu store is advised to continue maintaining and improving product and service quality, particularly in terms of service speed, communication, and physical facilities, to maintain and increase customer satisfaction and loyalty amidst increasingly competitive business conditions.

Focus on Authors

The purpose of the article is to investigate the essence and significance of marketing research and summarize its main analytical directions and stages. The article deals with the essence of marketing research. The problems of its implementation are outlined. Approaches to definition of the term 'marketing researches' are considered. The basic signs of understanding of marketing research are identified. Marketing research is seen as a system of measures. Marketing research is studied as a process of research. Research is presented as an instrument of influence. The expediency of market research and its structure is emphasized. It is important to evaluate the marketing environment. The analytical study of the marketing environment into external and internal is made. It is suggested to study products, prices and pricing. The focus is on turnover and sales. Important is the evaluation of the sales promotion and advertising system. The problems of the essence of marketing researches, stages of their realization and purpose of carrying out are outlined. The expediency of determining the purpose of the study was emphasized. Emphasis is placed on the purpose of the study and the directions of its implementation. Emphasis is placed on measures to obtain prompt information. It is important to collect, process, analyse market information in a timely manner. The basic stages of analytical research are substantiated. The feasibility of forming a system of primary indicators has been proved. The importance of developing a system of generalized indicators is emphasized. Emphasis is placed on the expediency of estimating the dynamics of deviations of actual and projected indicators. The logic of identifying problematic issues is proved. The importance of identifying the main causes of influence is emphasized. The importance of finding unused reserves is substantiated. The expediency of developing a system of preventive measures has been proved. It is proposed to monitor the results of implementation of management decisions. Marketing research is presented as an enterprise risk assessment tool. The basis for the development of marketing activities. Bases of managerial decision making.

Purpose: The condition of competition between coal mining contractors causes the company leaders to manage the company and try as optimally as possible to get a competitive advantage compared to other similar companies. This study discusses the relationship of Competitive Advantage built from Market Orientation variables, HR Competence, and Knowledge Management to the performance of coal mining contractors in a comprehensive manner. It explains the transformation process of Company Performance to Competitive Advantage. Research implications: A research population is a number of 37 Coal mining contractors in Indonesia, including employees who are directly involved in strategic decision making in the company, namely the Project Head, Head Office Manager, and Director as respondents. Based on these data, Smart PLS 4 software processes structural parameter estimates according to the relational model described in the study's conceptual framework. Results and conclusion: The results showed that Market Orientation, Knowledge Management and Company Performance have a significant effect on Competitive Advantage, Quality of Human Resources, Market Orientation and Knowledge Management also has a direct effect on Company Performance, but Quality of Human Resources has no significant effect on Competitive Advantage. While the Company's Performance is a Full Mediation of the Quality of Human Resources on Competitive Advantage. Originality/value: This research contributes to the development of RBV theory, especially the study of company performance on competitive advantage in a resource-based view perspective through market orientation, HR competence, knowledge management, and the practice of applying SECI knowledge to this research object, which is proven to be able to increase competitive advantage. Theoretical reference: The originality of the theoretical model in this study contributes to the development of the RBV theory, the implementation of the concept of Competitive Advantage regarding the integration of internal key resources between intangible and capability aspects of coal mining contractors.

The increasingly competitive nature of the business environment necessitates evaluating the effectiveness of marketing research in influencing sales, cost management, and overall product success. This study examined the impact of effective marketing research on product performance using Ranona Nigeria Limited as a case study. The study aimed to determine the relationship between the marketing research variable (independent variable) and Product Performance (dependent variable). The persistent competitive nature of the business environment necessitates evaluating the influence of effective Marketing Research on sales achievement and product costs, considering its benefits. The researchers collected both primary and secondary data. They thought a total population of approximately 300 employees and selected 120 respondents, but they successfully retrieved only 100 responses. They analysed the collected data using the chi-square statistical method at a 0.05 significance level. The questionnaires were structured using a three-point scale, indicating 'Yes', 'No', and 'Undecided'.The study shows a positive relationship between effective marketing research and product performance. The survey results indicated that companies relying on marketing research experience high product demand, increase their market share, and improve company performance. The study recommends that the organisation focus more on marketing research to enhance its competitive advantage and boost sustainable growth.

This study systematically maps research on hedonic value and customer satisfaction using a bibliometric approach, in order to identify dominant themes, research gaps, and key contributions in the field. Bibliometric analysis was conducted using the Scopus database, focusing on articles discussing "hedonic value" and "customer satisfaction" between 2002 and 2025. The PRISMA protocol was applied in the screening and selection process, resulting in 55 relevant articles. The analysis shows an increase in research interest since 2018, with keywords such as "customer satisfaction," "perceived enjoyment," and "emotional value" as the focus. Two main clusters identified include a focus on sales and consumer behavior. These findings also reflect the high level of international collaboration and the dominance of recent literature, confirming the topic's relevance in current academic discourse. This study contributes to the consumer behavior literature by providing a structured overview of the relationship between hedonic value and customer satisfaction, as well as identifying directions and opportunities for further research in marketing and consumer psychology.

The study investigates the practices and effectiveness of accounting information for making business decisions regarding strategy, production, marketing, investments, and human resource management that are crucial for success. The research adopts a quantitative research approach. A total of 50 textile companies from the Dhaka Stock Exchange (DSE), Bangladesh have conveniently been selected. A structured questionnaire was administered to obtain primary data from the selected professionals in the accounts and finance division. Statistical measures such as mean and standard deviation have been used in data analysis. A conventional one-sided t-test has been carried out to evaluate the respondent’s agreements regarding the effective practice of accounting information. Results have confirmed that accounting data is crucial for making accurate and timely decisions in the textile industry’s business aspects. In strategic decisions, accounting information stimulates the corporate vision, objectives, core competencies, and competitive advantage. In the production-related decision aspect, accounting information helps to manage the production equipment and facilities, production planning, and control. Accounting information also has an important function in human resources policy decisions such as promotion, transfer, training, and development. Investment-related decisions, for instance, investment in fixed assets, capital raising, borrowing, liquidation, and dividend payout are also influenced by accounting information. Finally, accounting information has an important role in marketing-related decisions such as market research, market segmentation, and sales commission as well. The study demonstrates that the textile industry of Bangladesh uses accounting information for making business decisions. Business management authority should accumulate accounting information from all the divisions of the company and organize them for efficient business decision-making. The research will increase the knowledge of the value of accounting information employed to produce appropriate and useful management decisions in the corporation by company management, stakeholders, and policymakers.