Кафедра європейської економіки і бізнесу

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Browsing Кафедра європейської економіки і бізнесу by Author "Bludova, Tetiana"

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    Evaluation of target market segments for enterprises
    (Szkoły Głównej Gospodarstwa Wiejskiego w Warszawie, 2019) Wasilewska, Natalia; Bludova, Tetiana; Блудова, Тетяна Володимирівна; Блудова, Татьяна Владимировна; Tokar, Volodymyr; Токар, Володимир Володимирович; Токарь, Владимир Владимирович; Kudenko, Oleksiy; Куденко, Олексій Віталійович; Куденко, Алексей Витальевич
    The purpose of the article is to substantiate the emergence of new – and the development of existing – factors and segmentation criteria for meeting consumer needs and increasing the efficiency of marketing activities for Ukrainian enterprises under modern market conditions. The object of the research is to analyze the process of development and any increases in the effectiveness of marketing segmentation. The subject of research is the theoretical, methodical and practical provisions of the formation of targeted marketing segmentation for the markets of Ukrainian enterprises. The goal of the research is to evaluate the direction and type of market segmentation that determines future target segments for enterprises and their share of existing markets. We present the characteristics of enterprises that work on market relations for the production and sale of computer devices that provide network connections. Our method was to estimate the direction and type of market segmentation in order to determine the prospective segments for such enterprises and their share of the existing market. In order to evaluate the attractiveness of target segments for Ukrainian enterprises, a survey was conducted to validate customer reactions. The analyzed variables included: the length of time a person uses his/her computer device; the reasons for possible changes and important settings when choosing a computer device; the timeframe for buying a computer device. The results of the questionnaire are separated by gender, social and geographic factors, as well as by family composition and age of respondents, taking into account the stages of their life cycle, as well as their educational level and professions – for three enterprises. Particular attention was paid to the psychographic factors of occupation and social class. The questionnaire also contained a self-assessment section on the psychological qualities of the consumer and on their psychography, which we analyzed. The hypotheses presented by individual factors and the consumer segment, separated by the results of the survey, and the analysis of the respondents' answers, are presented. Confirmation of the hypotheses and isolation of the consumer segment are given.
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    Modeling the function of advertising reviews from media ads on the YouTube channel
    (LLC CPC Business Perspectives, 2019-08) Bludova, Tetiana; Блудова, Тетяна Володимирівна; Блудова, Татьяна Владимировна; Chuzhykov, Andrii Victorovych; Чужиков, Андрій Вікторович; Чужиков, Андрей Викторович; Leshchenko, Kateryna; Лещенко, Катерина Андріївна; Лещенко, Екатерина Андреевна
    The use of display advertising enables companies to reach target audience and show them your ads on specific sites, which increases sales. In particular, YouTube video ads can reach a wide audience and attract many customers. One of the most important issues in the development of display advertising is the analysis and modeling of advertising reviews from media advertisements and practical tools with the aim of taking synergistic effects of advertising reviews. The purpose of the paper is to research the synergistic effects of advertising reviews in the system of successive advertising display. The study used a statistical analysis of empirical data, in particular statistics of annotations of video clips demonstration; viewing a video clip, and also approaching ad rotation time series using the Fourier series. The synergistic effects of advertising reviews in the system of successive advertising display are revealed. The approximation of time series of advertising reviews in the synergistic system of successive advertising display is presented. The analytical periodic function of advertising reviews, which takes into account manifestation of the short-term current effect of video advertising messages, is developed. The functions of advertising reviews in the Fourier series are presented, which allows to simulate video advertising messages as a reaction in the form of revision annotations in media advertising.