Кафедра маркетингу та управління бізнесом

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Artificial intelligence for marketing product strategy in the online education market
(2024) Bilovodska, Olena; Kravchuk, Tetiana; Ponomarenko, Ihor; Bliumska-Danko, Kseniia; Kononenko, Anna
The online education market has experienced tremendous growth, creating a competitive landscape where effective marketing solutions are crucial for success. Artificial intelligence (AI) has emerged as a powerful tool, offering innovative ways to enhance product marketing strategy. The purpose of the article was to highlight the integration of artificial intelligence into marketing product strategies in the online education market and to evaluate the chances of success for launching a new training course implemented through AI algorithms. A systematic review of advanced technologies and products in the AI market was carried out, along with a comparative analysis based on data from various authors and reports from organisations, considering the aspects of interpreting qualitative and quantitative market characteristics. Leaders in the global and Ukrainian online education market were analysed, and research was conducted on the marketing product strategy measures of successful players, indicating qualitative and quantitative data using SimilarWeb and Semrush online services. These results allowed for an analysis of the connection between the identified market segments and influencing factors to make practical recommendations for improving elements of marketing based on the identified issues of products and the online education market. To demonstrate the relevance and effectiveness of the proposals, an approach was applied to test if a product with enhanced AI marketing would fit into the market using the example of the Projector Institute company. The assessment obtained from the calculations showed that AI can strengthen the marketing of online education products, as they will fully meet the interests of interested economic counterparts. The results of the study could be used by marketing, AI experts, product experts, business owners in marketing, etc. to enhance marketing solutions
Cultural environment of national economic systems as a basis for evaluating the attractiveness while entering new markets by retail corporation
(MIND Journal, 2021) Bilovodska, Olena; Ivanchenko, Kostiantyn
The article compares the cultural environment of Ukraine, Romania, and the United States based on Hofstede model quantifies the threats and opportunities of the cultural environment based on the list of factors: a tendency to centralization, common management style, the importance of status, importance of relations in negotiations, labor mobility, conflict resolution, modesty, perception of inequality, tolerance to new ideas, the importance of strict rules in business, short-term benefits, confidence in one's views, attitude to pleasure, social norms. A comparative analysis of business etiquette of the studied countries on seven positions: greetings, personal space, gift exchange, business cards, building relationships, negotiation, and punctuality is presented in the article
Digital marketing as a key success factor for enterprises in the modern business environment
(2023) Bilovodska, Olena; Melnyk, M.
Abstracts of the report of the participants of the International Scientific Internet Conference "Marketing of innovations. Innovations in marketing", (Poland, Bielsko-Biala, 15 of December, 2023).
Digital Tools Products Promotion in Online Trade on International Markets
(2022) Starostina, Alla; Bilovodska, Olena; Panasiuk, Yuliia
The paper is devoted to the development of an approach for companies to justify the feasibility of using digital tools to promote products in countries that are not considered as innovative leaders, taking into account the specifics of individual product markets. Taking Ukraine for example, the possibilities of using the results of systematisation as a base of relevant knowledge for a reasonable assessment of online promotion tools feasibility are defined. The practical use of this base to justify the choice of specific digital tools in a particular product market is tested. Improved methodological approach to the analysis and evaluation of digital tools for product promotion is based on the use of their relevant choice and takes into account the parameters of the advertising campaign effectiveness with elements of influence marketing and the main motivations of consumers. The marketing research of Saudi Arabia's consumer motivation as a promising market and the study of trends in the social network market delivered basic and additional promotion tools that enhance the online promotion effectiveness, and appropriate recommendations for the use of digital tools to promote honey in the Saudi Arabian market are formulated. The results of practical testing of the proposed approach show that it can be directly used to substantiate digital tools to promote products on the honey market in the conditions of COVID-19 and the post-covenant period by companies that are not considered as leaders in innovation growth.
Features of consumer behaviour among zoomers in the health, fitness and sports mobile application market
(2023) Bilovodska, Olena; Hretchak, Nadiia-Ivanna
The article highlights the features and modem trends of the market of mobile applications for health, physical activity and sports. It also looks into some theoretical models, which are applicable for the study of this market. When developing theoretical models and scales, several models were selected that are most appropriate for use in a specific market, namely: Technology Acceptance Model (TAM), Expectancy and Confirmation Theory (ECT) and Information Technology Post-Adoption Model (PAM-ISC). To assess the effectiveness of mobile fitness applications, some scales were selected, in particular MARS and ABACUS. The focus of the study of these theories and scales was to determine their benefits for the study of consumer behavior in this market and in the development of new products. While studying the current trends of the market of mobile applications for health and sports, conclusions were drawn regarding its prospects and future growth, in particular in Ukraine. Furthermore, we highlighted the main factors that influenced the positive trends of market growth in the last few years. In addition, we have analyzed existing research on user behavior in the market of mobile fitness applications in order to identify patterns regarding the reasons to start using or stop using them. Factors which could potentially motivate customers to use the applications continuously and the main reasons for discontinuing the use were also studied. In order to obtain relevant information about the consumer habits of the generation Z in this market, a study was conducted among students of the Kyiv-Mohyla Academy. As a result, we have outlined the main behavioral characteristics of Generation Z consumers of mobile fitness applications, which explain their intentions and habits of use.
Green tourism business as marketing perspective in environmental management
(2022) Gryshchenko, O.; Babenko, V.; Bilovodska, Olena; Voronkova, T.; Ponomarenko, I.; Shatskaya, Z.
Environmental guidelines and principles of sustainable development are becoming increasingly popular and are a priority for most business areas. One of the widely developing eco-destinations is green tourism, which is gaining a profitable and priority status, especially for lower middle-income countries. The purpose of the article is to determine the strategic marketing support for the development of green tourism on the example of Ukraine and its regions based on an approach to its assessment in terms of environmental and tourism competitiveness.
Investigating the interrelation between Ukrainian macroeconomic indicators and innovative digital marketing promotion instruments
(2023) Bilovodska, Olena; Petrenko, Karolina
This paper explores the influence of innovative marketing promotion tools on the dynamics of GDP growth in Ukraine. It identifies the key factors that contribute to economic development. The research is based on the theoretical and methodological framework provided by the State Statistics Service of Ukraine and the All-Ukrainian Advertising Coalition. Through the utilization of linear regression analysis and the method of least squares, the study establishes a formalized relationship between the examined indicators and predicts their corresponding values. Furthermore, the study justifies the impact of marketing on the functioning and revenue of companies, highlighting that marketing expenditures play a significant role in shaping the overall GDP of Ukraine. Notably, digital marketing emerges as the most progressive component of the marketing field, with its scale consistently expanding
Modelling the relationship between retail development indicators and economic indicators in European countries
(2024) Bilovodska, Olena; Ivanchenko, Kostiantyn
The modern global market requires extraordinary attention to the development of retail trade, which is not only the face of the economy of countries, but also plays a key role in promoting their economic prosperity. In this context, understanding the relationship between retail development indicators and indicators of the state of the economy is necessary given the importance of retail trade as one of the key elements of economic systems and is an important task for scientists and economists. Highlighting the relationship between retail trade and the state of the economy of European countries opens up opportunities for understanding and predicting economic and social trends on the path of Ukraine's accession to the EU, and promotes entrepreneurship. This study aims to model the relationship and establish statistically significant dependencies between the development of retail trade and the economic development of European countries, and to identify indicators that have an impact on the development of the industry. The study established a statistically significant impact of economic growth characteristics on the development of the retail trade industry in European countries in 2005-2022. In particular, it has been determined that the volume of trade turnover depends on such indicators as GDP per capita, consumer inflation and unemployment in the economy. The number of retailers is influenced by the volume of high-tech exports and the Gini index, which measures income inequality in the country. The number of employees in the industry depends on consumer inflation, unemployment and the Gini index. The share of income that is invested in the operating activities of the industry's enterprises depends on the level of consumer inflation, unemployment, the share of research and development expenditures in GDP and GDP per capita. GDP per capita has the strongest positive effect on turnover and consumer inflation on turnover. The unemployment rate has the strongest negative impact on turnover and the number of employees in the industry. The study confirmed the hypothesis about the positive impact of economic development on the retail industry in European countries. An economic system that promotes investment in research and development, aims to reduce unemployment and increase economic efficiency, plays a key role in the development of the retail industry in European countries. Given this, future research should focus on other factors that may influence the development of the retail industry in order to better understand the processes taking place in this area and to develop more accurate and effective strategies to promote its sustainable growth.
Opportunities, Threats and Risks of Implementation the Innovative Business Management Technologies in the Post-Pandemic Period COVID-19
(2022) Illiashenko, Sergii; Bilovodska, Olena; Tsalko, Tetiana; Tomchuk, Olesia; Nevmerzhytska, Svitlana; Buhas, Nataliia
This paper is devoted to the development of an approach to substantiate the feasibility of using innovative technologies for doing business in not innovative leaders countries in the post-pandemic period considering the associated risks. The main directions and technologies of successful business activity in the conditions of the COVID-19 pandemic are defined and systematized, their main characteristics are outlined. On the example of Ukraine, as a basis of relevant knowledge the possibilities of using this results for a reasonable assessment to implementing the innovative technologies for doing business within selected areas in the post-pandemic COVID-19. Approbation of practical using this base to substantiate the choice of specific innovative technologies for doing business is performed. The methodological approach to the analysis and risk assessment of using the innovative technologies for doing business in the post- pandemic period is improved. It is based on the mathematical apparatus of fuzzy logic which allows to multifactor analysis risks of the innovative projects, considering the diverse vague effects of individual factors. This approach provides an opportunity to make decisions to justify the selection and implementation of innovative projects in the context of inaccurate, incomplete or contradictory information considering the associated risks. The obtained results prove that it can be used to justify innovative technologies for doing business in COVID-19 and post-pandemic period in not innovative leaders countries, which economic environment is characterized by incomplete certainty and high risks.
Positioning in the Retail Market of Grocery and Consumer Goods (Case Study: Romanian Market)
(2022) Bilovodska, Olena; Ivanchenko, Kostiantyn
The work is devoted to the development of practically oriented perception maps for positioning of retail networks in the set of attributes: price, recognizability, trust, convenience, quality, which allowed us to reasonably determine positioning by selected segments on the basis of objective marketing information. To do this, on the example of the Romanian market as a developing country, the authors conducted a market study of short-term demand, consumer behavior and motivation in the retail market of groceries and consumer goods by surveying 317 respondents to determine the frequency of store visits, priorities networks, motives, consumer risks and consumer loyalty. Also, authors conducted another market study of perception of retail chains by surveying 117 respondents to determine consumers attitude to existed retail chains. According to the results of the study, recommendations for positioning new networks in this market are provided. The results of the study can be used to develop strategies for positioning of retail chains in the consumer goods market while entering new markets in developing countries.
Strategy of customs business services based on marketing management
(2024) Bilovodska, Olena; Khurdei, Viktoriia
The article substantiates the relevance of developing customs services on the basis of marketing management. The author analyses the available literature and practical materials that reveal the importance and relevance of the issue of customs reform in Ukraine, ensuring the efficiency of customs services for enterprises at different levels, solving existing problems and preventing threats in this area. At present, there are many reasons for the low level of efficiency of customs services operations at different levels, which is caused by a wide range of factors: peculiarities of the construction and functioning of the management system in customs authorities, the level of staffing of customs authorities, software and hardware, infrastructure, financial support; development of the legal framework regulating customs services to enterprises; development of the tools, technologies, systems, institutions of customs services The interaction of customs authorities with foreign economic operators is becoming a crucial factor in the effective fulfilment of the tasks of the customs service: accelerating trade turnover, replenishing the budget and ensuring the national security of the country. Based on the results obtained, the article formulates definitions of “customs marketing”, “marketing environment of the customs sphere”, substantiates the strategy of customs business services based on marketing management, and identifies stages of formation of the strategy of customs business services based on marketing management. The proposed strategy of customs business services based on marketing management provides for consideration of the influence of factors of the marketing environment of the customs sphere and interests of foreign economic entities on the effectiveness of customs reform for sustainable economic growth of Ukraine and its positioning as a reliable international trading partner. The strategy of customs business services based on marketing management: will allow customs organisations to be more efficient and competitive, meet all current and future needs of foreign economic operators, as well as facilitate their adaptation to the conditions and requirements of customs; ensure the most effective interaction between customs authorities and business structures, which will have a positive impact on minimising the time of customs formalities and will reduce the labour costs of counterparties and complete economic transactions in a short time; facilitate The implementation of the customs service strategy based on marketing management will contribute to the implementation of the main tasks of the State Customs Service: efficient and effective revenue collection, protection and security of society, and creation of favourable conditions for the development of foreign economic activity

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