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Information × Registration Number 0205U000754, 0101U002799 , R & D reports Title Methodological basis of the strategical marketing of organizations under conditions of market transformations popup.stage_title Head Semenjak I., Registration Date 10-02-2005 Organization Kharkov national university named after V.N. Karazin popup.description2 Research topic: modern theory of marketing and new trends in its development. Research subject: concepts and methodological principles and approaches to development of social and ethical marketing strategies as a prospective direction in supporting and promoting competitiveness of Ukrainian enterprises. Research objective: to set up methodological background and technical support for strategic marketing solutions for enterprises (organisations) under conditions of market-oriented transformations of national economy that is subject to principles and laws of social and ethical (educated) marketing. To establish an educational unit to train professionals in the field of marketing, the imperative of which is theoretical economic and social orientation of marketing strategies, social ethics and responsibility of both technologies and results of marketing solutions. Research methodology: theoretical generalisations (depth of the information search - 5-10 years), research project management, statistical analysis, psychographic methods, scientific abstraction techniques, research experiments, establishment of primary and usage of secondary information arrays (databases), computerised data processing (including licensed computer software). Research tasks solved and scientific novelty of the results obtained: 1) An integrated innovative result of the research is the established background of social and ethical marketing and development of its control and correction tools. 2) Actuality and prospective values of the solved problem have been proved. 3) Fundamental bases and pinpoints of social and ethical marketing were established. A categorical imperative of marketing of such kind is recognition of complex interference and influences of economic, philosophic, social norms and laws on targeted meaning of marketing strategies. 4) In scientific conclusions it was noted that in Ukraine, conditions for implementing the marketing concepts and technologies are being formed rapidly. 5) It has been proved that use of cognitive capital at planning strategies based on the concept of fundamental social and ethical marketing requires forming of relevant corporate culture and internal system of marketing knowledge, which should be able to reproduce such capital in an expanding manner. Fundamental components of cognitive capital are ethnological parameters of motivations and general market culture. 6) Marketing auditing as a component of strategic marketing is a tool to assess adaptation of marketing strategies to objectives of social ethics of applied instruments, technologies and results. The project's practical value is proved with the following: - State programmes of development of social-oriented economy need an application of strategic marketing by enterprises, that follows from fundamental social-economic and philosophic laws. - A marketing auditing is a tool of quality control of contents and implementation of marketing strategies. A methodology of auditing analysis has been development on the base of a fuzzy set theory. It provides for making both probabilistic and creative decisions, and makes a significant difference comparing to classic statistical techniques. - A scientifically proven sampling technique was found to collect primary information on motivations on the base of the "moving panel". It opens broad possibilities for carrying out marketing research by enterprises themselves that, in turn, allows cost saving, comparing to the use of "stable panels". - A method of organising the marketing auditing procedure called as "active marketing auditing" supposes establishing flexible, mixed auditors teams that, in first, corresponds to contemporary theory of project management; in second, provides for quickness of executing, wideness of analytical programmes, and commercial correctness of using the information, as well as maximal reliability of conclusions generated. - Hierarchic models of integration of ethnological market culture component are backgrounds for a methodology of inclusion of specific motivational dominants into analysis that is a novel solution in scientific backgrounding of selection of strategic behaviour in certain markets. - A reproductive model of cognitive capital of an enterprise is a methodological base for development of specific projects of forming, accumulation and use of such capital. - Analytical conclusions on the development of marketing environment in Ukraine are practically valuable information on external marketing medium for carrying out correlation SWOT-analysis as a pre-requisition for development of marketing strategies. The project's topicality was assured by connecting the research problem to the tasks of implementation of the newest marketing directions into entrepreneurial practices in Ukraine. Product Description popup.authors popup.nrat_date 2020-04-02 Close