Browsing by Author "Rudenko, Alona"

Now showing 1 - 3 of 3
  • Thumbnail Image
    Item
    Black Friday аs а Tool for Sales Promotion
    (Національний університет «Одеська політехніка», 2020) Іванова, Ірина Вікторівна; Іvanova, Iryna; Боровик, Тетяна Михайлівна; Borovyk, Tetiana; Руденко, Альона Юріївна; Rudenko, Alona; Залозна, Таміла Григорівна; Zalozna, Tamila
    The article summarizes scientific views and defines the term of sales promotion. Features of promotion and sales promotion in B2C (Business-to-Consumer) markets are revealed. The use of digital marketing tools in the process of stimulating the sales of goods through digital channels, in particular through online stores, as well as the use of search engine optimization (SEO) and SMM-marketing is substantiated. Marketing communications and sales promotion elements used by retailers when preparing for seasonalsales are considered. The activity of consumers to retailers in the period of the preparation for grand sales, tools used by retail trade to influence the consumer and improve the activity of sales of goods is studied. The authors summarize and analyze statistic data of such online platforms as Black-friday.global, Picodi, Google Trends. The factors influencing the opportunities of online shopping and retail during Black Friday are explored and outlined. The peculiarities of trading platforms functioning, which provide online shopping space for various retail enterprises and offer marketing communications of retailers to increase the efficiency of product promotion on the Internet, are highlighted.
  • Thumbnail Image
    Item
    Foreign economic security of Ukraine in the context of national economy openness
    (Національна академія наук Республіки Казахстан, 2021) Дернова, Ірина Анатоліївна; Dernova, Iryna; Іванова, Ірина Вікторівна; Ivanova, Iryna; Боровик, Тетяна Михайлівна; Borovyk, Tetiana; Руденко, Альона Юріївна; Rudenko, Alona
    Under the conditions of increasing intensity of globalization and integration processes, issues of foreign economic security are of special importance. The level of the country’s involvement in the world economy is considered as a basic indicator of the economic system development. Provided that comparative advantages are effectively applied, openness serves as a factor in the development of economy and allows using advanced world technologies and financial resources. The possibility of growth for the national economy as a whole as well as wellbeing of each subject of the economic system in particular largely depend on the structure and volume of foreign trade. The study analyses the key approaches of various scientists to the interpretation of the economic category called foreign economic security, assesses the degree of foreign trade openness of the national economy based on such indicators as export quota (characterizing the level of export dependence), import quota (characterizing the level of import dependence) and foreign economic quota (which is an indicator of economy’s openness). To assess the level of foreign economic security, security indicators have been considered in accordance with the Methodology for Calculating Economic Security Level. For each indicator, according to the threshold values, the state of security has been determined and an assessment of its level change during 2011-2018 has been carried out. Since the indicators characterizing foreign trade sphere are in a critical state, attention is paid to the analysis of foreign trade indicators of Ukraine. The list of problems of a systemic nature has been worked out, the main threats to foreign economic security have been identified and priority directions for its strengthening have been offered. General recommendations for creating favourable conditions for economic development in foreign trade have also been provided.
  • Thumbnail Image
    Item
    The Main Trends and Features of Banking Marketing in the Digital Economy
    (Alborear(OPC) Pvt. Ltd. Thane, India, 2021) Полях, Сергій Сергійович; Poliakh, Sergii; Руденко, Альона Юріївна; Rudenko, Alona; Полях, К.В.; Poliakh, K.V.
    Keen competition in the market of banking products has made effective marketing activities of banks one of the most important factors of their successful functioning. Changes in the technological and socio-cultural environment require the adjustment of current marketing practices, as well as the active introduction of modern methods of promotion. The development of digital means of data transmission and their active use by the population has led to an interest in digital marketing. The features of bank digital marketing as one of the sectoral types of marketing have been determined. The main characteristics of marketing Ukraine’s banking services have been outlined. The results of the study of major trends in digital marketing used by domestic banks in 2020have been presented. It has been found out that the cost of Internet advertising in the media component of marketing communications increased by 2.9 times up to UAH 2.3 billion, while the volume of television advertising decreased by 8% to UAH 3.9 billion. At the beginning of 2020, the expenses of banking institutions for marketing and advertising increased by UAH 571 million compared with 2016. The results of the research show that in 2020, only 29 out of 75 banks used Chatbots and seven of them used Chatbots as marketing communication channels with their customers. Only 11 banks of Ukraine prove to have significant success in doing marketing activities on social networks. The study allows us to note that most banking organizations are actively using certain tools of digital marketing promotion replacing traditional banking transactions with services based on the use of artificial intelligence, and moving into cyberspace. Only a small number of the analyzed financial institutions use all possible tools of digital marketing. Banking institutions have focused mainly on offering an improved customer experience, with more personalization and more customized services to increase customer satisfaction.